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Assets About Brand Strategy

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Article
Research: In a Post-COVID 2021, Fashion Will Trend Toward Sustainability

Based on research conducted by the U.S. Cotton Trust Protocol in 2020, here are three trends we can expect from the apparel industry — as we emerge from COVID-19 and toward a more sustainable future. ... View More

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Strategies for Scaling Ocean Plastic Supply

Brand commitments are the engine driving recycled plastic’s transition to scale. Making recycled plastic content part of your brand story is hands down the most important way to move the needle. ... View More

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Incomplete Risk Formulas Are Risky Business

Even a broken clock is right twice a day. But standard formulas for calculating risk leave out critical factors — such as vulnerability and submerged risks — that would more holistically and accurately assess risk. A new model addresses this. ... View More

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Oatly’s Big Gaffe: Straying from Its Brand Purpose

If Oatly had taken Blackstone’s money, put it on a billboard, and made it known to all of its customers that its next mission was to change the world of ‘big bad investment’ from the inside out, it would’ve remained true to its brand story. ... View More

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How to Future-Proof Brands and Create Culture Change in Challenging Times

Day 2 of the SB Leadership Summit saw a host of intimate discussions on the power of teamwork to drive change toward a better future — as seen in the relationships between top brands’ CMOs and CSOs, the many brand partners fueling SB’s Brands f... View More

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How to Fix Foresight in This ‘New Normal’

COVID-19 has fragmented the future. Your best-laid plans may lie broken. But it is possible to bring order to a world of multiple, uncertain futures; and lay the groundwork for the reset we need. ... View More

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How Being a Benefit Corporation Can Legally Protect a Company’s Mission

The rise of the benefit corporation is in direct response to shareholder primacy. Under benefit corporation frameworks governed by state law, corporations that operate according to a “doing well by doing good” ethos may be shielded from a range o... View More

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The 3 Pillars of a Conscious Organisation

A conscious organisation accepts that there are limits to profit and that it should not be the priority. This change is about future-proofing your organisation. It’s not an ‘if’ question — it’s ‘when.’ ... View More

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What 1,000 CEOs Really Think About Climate Change and Inequality

To buy into a new vision of business, CEOs need to connect to it as people and write it into their own personal narrative of how their work fits into the world. They need to ask: What’s my legacy? ... View More

Article
Transformational Goals in Corporate Strategy: A Review of the ESG Goals of 50 Global Companies

Transformational ESG goals seek to make changes across companies’ entire value chain and even society. But in a recent review of 50 of the Fortune 250 companies, incremental ESG goals are still the norm. ... View More

Article
A Sustainable Tobacco Company? Philip Morris International Thinks It’s Possible

In its 2018 Sustainability Report, the tobacco giant explains how it is finding success by transforming its business, and allowing stakeholders to see concretely how the company is shifting its resources to achieve a smoke-free future. ... View More

Article
Finally! Companies Using the SDGs to Set Their North Star

These companies will not only make a social difference — they will become an engine for good, attracting the partners, resources and revenues to put their businesses on a profitable path and scaling their potential for impact. A classic win-win, an... View More

Article
Neil Gaught: Turning Aspiration Into Action

With his award-winning book, Core, Gaught has bolstered the case for a radical rethink of the purpose of business by proving change is not only desirable but entirely possible. ... View More

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Girlapproved: Connecting AI, Human Evolution and the Future of Business Success

Girlapproved provides deeper causal understanding of not only where we are and how we got here, but how to chart a better course and how to turn the mother ship around, with practical steps to guide us. ... View More

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Sustana Group’s New Sustainability Strategy Highlights Environmental Stewardship, Sets Measurable Goals

Sustana Group, the leader in sustainable, recycled fibers and paper products with the smallest environmental footprint, is proud to announce the launch of its 2019 sustainability strategy. ... View More

Article
Q&A: Simon Mainwaring on Teaching Companies to ‘Live to Serve Life Itself’

Simon Mainwaring has an “all-hands-on-deck” sense of purpose — and that purpose is to help us find ours. ... View More

Article
A Four-Step Cycle for Strengthening Your Company Culture

Strengthening a culture is not a one-off project; it is truly never-ending. ... View More

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Top 5 Companies That Effectively Amplified Their Impact in 2018

As we wrap up work for the year and prepare for 2019, we reflected back on all that occurred this year within our niche realm of sustainability communications — and when looking back, it was apparent that 2018 was the year of brands taking stands. ... View More

Article
Utopies: Localizing the Sustainable Economy

This is one of a series of interviews by students and alumni from the Minneapolis College of Art and Design (MCAD) with practitioners from the Sustainable Brands community, on a variety of ways organizations can, and are, Redesigning the Good Lif... View More

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