Heart. Complexity. Purpose. Issues. Profit. Inspiration. Reputation.
These are many of the dimensions that today’s sustainable brands must include as they create, construct and implement the transparent communications that is required in today’s marketplace. How are brands, the storytellers of commerce, changing the way they dialogue with myriad stakeholders who have deep interest in the social, environmental and financial vectors that “better brands” are increasingly addressing?
In March, we will look at the role that communications plays in building a successful brand. We’ll explore insight into consumer attitudes and desires, how and why to utilize mediums such as social media and video to deliver marketing campaigns, a look at employee engagement programs and various other stakeholder communications, and the ways in which the market is accepting, rejecting or engaging with sustainability communications.
Content Guidelines:
WHAT: In this issue, we are as interested in the medium as we are the message. Feel free to submit your story ideas and leverage a range of mediums (articles, audio presentation, video short, suggest a twitter chat topic and moderate it, design an infographic, etc etc etc.)
We will be accepting content in one of three areas:
Establishing credibility: From branding initiatives to corporate reputation campaigns, brands are creating a new series of communications (CSR reports, ads, web sites, forums) that provide the detailed transparency for telling a complex sustainability story. What information is included? How are stakeholders accessing and using the information? What level of data is required as a foundation to credible communications? How is the sustainability message being woven into higher level brand communications?
Removing barriers and accelerating acceptance: There are a range of stakeholders whose buy in is essential in successful sustainability. Employees, supply chain, distribution partners, governments and NGOs, local communities. We’ll explore the important role that communication plays in removing barriers to implementation and how clarity can speed goal attainment when every player in the system understands how their contribution and connection contributes to success.
Building consensus and empowering advocates: In today’s always-on world, successful communications must not only break through the cacophony but be designed to create cohesion among disparate groups. Additionally, every organization now relies on a host of advocates who share the narrative – they tweet, post, like, share and rate. What are the consumer and B2B campaigns that are successfully leverage the power of many to drive change?
WHO: - Anyone working or consulting in the sustainable communications sector. Brand experts, designers, public relations, communications consultants, marketing professionals, corporate communications, CSR – those who are responsible for shaping and communicating an organizations’ sustainability story.
WHEN: Specific ideas for stories and media on Sustainability Communications due by February 17
HOW: Contact our editorial department with your proposed idea, theme or case study. Email our editors at [email protected]
WHAT: Maximum 600 words, 2- 5 minute audio/video
Judging Criteria for Content:
Our readers are business leaders seeking information about how others are profitably innovating for sustainability. They seek insights and ideas that might be applied across market sectors about how to drive top line growth and shift to sustainability across their value chains. We will evaluate your submissions based on currency of the example or idea presented, balance of perspective, strength of content, and delivered principles, based on specific experience that might apply to a variety of markets or product sectors.
Where appropriate, contributions from authors providing specific insights will be given highest priority.
Please Submit: A fully finished piece, or an OVERVIEW (one paragraph to one page) of your proposed piece for consideration. If selected by the Guest Editors and Sustainable Life Media, the full feature will be due 1 week before publish date. The feature, video or interview will be published during March 2011.
Thank you,
Thomas Miner
Executive Producer, Sustainable Life Media
[email protected]
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Sustainable Brands Staff
Published Jan 16, 2012 2pm EST / 11am PST / 7pm GMT / 8pm CET