Author: Henk Campher Publisher: ISBN: 9781351274722 Category : Languages : en Pages :
Book Description
"Sustainable brands may have started as "doing less harm" and shaving costs off the bottom line. But brands today, supported by over a decade of phenomenal changes in sustainability, are looking for the holy grail of sustainable business - a fusion of products and branding that can actually drive sustainability and grow the business top line. Consumers have already joined the party. Just look at TOMS, Patagonia, Method, Seventh Generation, Dove and many more. What is missing isn't the consumer but a better understanding of what fully-rounded consumers really want in their quest for a healthy, fulfilling life. This guide by sustainable brand expert Henk Campher is the model for creating a sustainable brand that people can trust, buy and above all, advocate for. Campher cuts through the myths and noise to offer an experienced expert's 101 for creating an irresistible brand, clearly setting out: what makes a product or service sustainable; the basic elements of sustainable branding strategy and a deep understanding of how consumers connect with a brand; an original model for assessing the sustainability of your brand, and; a host of examples of sustainable brands, drawing on the author's firsthand experience as part of the team at Edelman and Oxfam and founder of the Nelson Mandela initiated Proudly South African campaign."--Provided by publisher.
Author: Al Iannuzzi Publisher: CRC Press ISBN: 1439854998 Category : Business & Economics Languages : en Pages : 222
Book Description
As the global demand for natural and organic products continues to grow, making and marketing greener products is becoming an imperative. The old stereotype of green products’ sub-par performance has been shattered as large multinational corporations prove that you can develop and win in the marketplace with a naturals-based product platform. And the pull for sustainably minded products is not limited to consumer marketing—business-to-business marketing of greener products has also increased due to customer demand from all business sectors. The Case for Greener Products Making a compelling business case for why companies must provide greener, more sustainable products, Greener Products: The Making and Marketing of Sustainable Brands shares best practices for the design and marketing of greener products. The book examines ecosystem and regulatory pressures as well as market pressures from customers—consumers, business customers, and government purchasers—who have created a demand on manufacturers to bring more sustainable brands to market. How Are Greener Products Made? Through case studies of green design from companies such as GE (EcomaginationTM), Timberland (Green Index®), Philips, Apple Inc., Seventh Generation, Procter & Gamble, BASF, and others, the author explores initiatives in areas ranging from product design, sustainable sourcing, and packaging to energy efficiency, recycling, and end-of-life management. A contribution from guest author James A. Fava, one of the leading thinkers and practitioners in developing greener products, presents a toolbox of environmental management systems, programs, and tools for the development of greener products. Three Keys to Successful Green Marketing Campaigns Providing the backbone for the author’s analysis of green marketing, a contribution from guest authors Lee Ann Head, Karen Barnes, and Suzanne Shelton of the Shelton Group analyzes market trend data and helps marketers understand their customers and what moves them. The author then looks more closely at drivers for green marketing, outlining three keys for successful green marketing campaigns and using them to evaluate the approaches of several leading companies. He also offers advice on how to avoid "greenwashing," create successful cause-marketing partnerships, and use eco-labels wisely. Throughout the book, the author shares best practices and lessons learned from leaders in the field across various industry sectors. Written by the senior director of product stewardship for Johnson & Johnson, this timely book offers real-world experience, valuable insights, and practical tools for the effective design and marketing of greener products. The Best Days of Green Marketing Are Still Ahead See what Al Iannuzzi has to say about making and marketing greener products in an interview at Greenbiz.com.
Author: Andy Last Publisher: Routledge ISBN: 1351285181 Category : Business & Economics Languages : en Pages : 138
Book Description
Bronze winner of the AXIOM Business Book Award in the category of Philanthropy, Non-Profit, Sustainability. Please see: http://www.axiomawards.com/77/award-winners/2017-winners This easy-to-read and engaging book is the perfect introduction to how to build a sustainable brand for your organization. Intended as a roadmap that can be readily applied by busy managers and practitioners, the book includes interviews with business leaders, including Paul Polman of Unilever, Adam Elman of Marks & Spencer, and Jonas Prising of ManpowerGroup to provide insight into best practice and clear guidance for implementation. Throughout, the book avoids jargon and theorizing to ensure readability. Business on a Mission is based on more than a decade working with some of the first businesses to develop social missions and shows the foundations behind their success. It looks at how businesses can profit from working hand in hand with society and identifies a model for success. The book demonstrates how businesses can go from hiding behind "social shields" to picking up "social swords" and presents the six criteria to look for in assessing a social mission. It also focuses on how good communications can build trust and bring about positive change; and it provides clear ways to engage employees and improve productivity as well as "rules" for communicating social missions externally. This optimistic book explains the benefits of partnerships in the sustainable development agenda, particularly between businesses and NGOs. The book features guidelines for avoiding dysfunctional partnerships, and presents interviews with Marc Van Ameringen, Executive Director of GAIN (Global Alliance for Improved Nutrition) 2005 to 2016, and Myriam Sidibe, Social Mission Director for Africa, Unilever, on how things can be managed to the benefit of both partners. .
Author: Pantea Foroudi Publisher: Routledge ISBN: 1000327078 Category : Business & Economics Languages : en Pages : 399
Book Description
A sustainable brand should integrate environmental, social, economic and issues into its business operations. Sustainable Branding considers how broader perspectives on sustainability and corporate social responsibility can be applied to the practicalities of brand management. By addressing a range of perspectives and their application to branding, the authors go beyond sustainable branding to question the role brands play in a wider sustainable society. Structured around three core parts – People, Planet and Prosperity - contributions from experts in the field consider the human dimensions of environmental change, identity and reputation, technology and innovation, waste management, public and brand engagement, environmental ecosystems and the circular economy. Combining theoretical insight and empirical research with practical application, each chapter includes real-life international cases and reflective questions to allow discussion, best-practice examples and actionable suggestions on how to implement sustainable branding activities. This book is perfect for academics, postgraduate and final-year undergraduate students in sustainable branding, sustainable business, corporate social responsibility, brand management and communications. It provides a comprehensive treatment of the nature of relationships between environmental, economic, social, companies, brands, and stakeholders in different areas and regions of the world.
Author: Henk Campher Publisher: Routledge ISBN: 1351274708 Category : Business & Economics Languages : en Pages : 81
Book Description
Sustainable brands may have started as "doing less harm" and shaving costs off the bottom line. But brands today, supported by over a decade of phenomenal changes in sustainability, are looking for the holy grail of sustainable business – a fusion of products and branding that can actually drive sustainability and grow the business top line.Consumers have already joined the party. Just look at TOMS, Patagonia, Method, Seventh Generation, Dove and many more. What is missing isn’t the consumer but a better understanding of what fully-rounded consumers really want in their quest for a healthy, fulfilling life.This guide by sustainable brand expert Henk Campher is the model for creating a sustainable brand that people can trust, buy and above all, advocate for. Campher cuts through the myths and noise to offer an experienced expert's 101 for creating an irresistible brand, clearly setting out: what makes a product or service sustainable; the basic elements of sustainable branding strategy and a deep understanding of how consumers connect with a brand; an original model for assessing the sustainability of your brand, and; a host of examples of sustainable brands, drawing on the author's firsthand experience as part of the team at Edelman and Oxfam and founder of the Nelson Mandela initiated Proudly South African campaign.
Author: Wilson Ozuem Publisher: Springer Nature ISBN: 303070324X Category : Business & Economics Languages : en Pages : 471
Book Description
This book explores omnichannel fashion and luxury retailing with a particular emphasis on the role of computer-mediated marketing environments in determining a consumer’s purchase and post-purchase trajectories. The fashion industry has evolved rapidly over the last few years with the diffusion of fast fashion and luxury democratization, not to mention the advent of ICT and the development of communication. Today, fashion companies face new challenges, such as how to manage brands and how to choose between marketplaces and digital marketspaces. While some companies focus on one channel selection, others embrace the omnichannel choice and look for a balance between the two environments. Whatever the strategy, it is essential to manage these touch-points in order to create interaction between consumers and brands, provide meaningful customer experiences, and to maximize customers’ engagement. An insightful read for scholars in marketing, fashion and retail, this book investigates the triangulation between branding, marketplace, and marketspace and its impact on the organization.
Author: Umair Haque Publisher: Harvard Business Press ISBN: 1422172341 Category : Business & Economics Languages : en Pages : 251
Book Description
In this manifesto-style book, radical economist and strategist Umair Haque calls for the end of the corrupt business ideals that exemplify business as usual. His passionate vision for "Capitalism 2.0," or "constructive capitalism," is one in which old paradigms of wasteful growth, inefficient competition, and self-destructive ideals are left far behind at this reset moment. According the Haque, the economic crisis was not a market failure or even a financial crisis, but an institutional one. Haque details a holistic five-step plan for both reducing the negative and exploitive nature of the current system and ensuring positive social and economic growth for the future. Haque calls for a reexamination of ideals, and urges business away from competition and rivalries and toward a globally-conscious and constructive model--and a constructive future. Haque argues that companies must learn to orient their business models around: - renewal in order to maximize efficiency - equity in order to maximize productivity - meaning in order to maximize effectiveness - democracy in order to maximize agility - peace in order to maximize evolvability These new business ideals focus on the human element - not profit exclusively - and are easily tailored for any size or type of business, as long as they are willing to make bold and sustained changes to the current system.
Author: Jose Luis Fettolini Publisher: ISBN: 9788416851201 Category : Languages : en Pages : 176
Book Description
Sustainable jewellery contains all there is to know in order to start the path towards sustainability in the jewelry business, from the traceability of gems and metals, or the ways to work with certified materials. It includes case studies and interviews with international designers and firms who started the challenge of creating jewelry from an ethical and responsible perspective.
Author: Nikolina Koporcic Publisher: Emerald Group Publishing ISBN: 1787562751 Category : Business & Economics Languages : en Pages : 264
Book Description
This book presents an in-depth exploration of contemporary business-to-business branding practices. Bringing together both theoretical and practical views on the subject, the editors curate a range of business case studies, offering guidance on strategy in B2B contexts, use of the brand, how mistakes can be avoided, and which channels to use.
Author: Michelle Carvill Publisher: Bloomsbury Publishing ISBN: 1472979125 Category : Business & Economics Languages : en Pages : 321
Book Description
Shortlisted for the Business Book Awards 2022 In the modern age of authenticity and transparency, consumers are no longer content with brands that are dismissive of, or even apathetic to, sustainability. Brands are now expected to convey understanding and concern when it comes to matters such as climate change, carbon footprints and employee welfare. Most importantly of all, they must be genuinely committed to these standpoints – remaining consistent and proactive in their principles. With the rise of more conscious consumers and the belief-driven buyer, organizations ignore sustainability and the spirit of 'doing good' at their own peril. From three marketing experts with decades of experience between them, Sustainable Marketing delivers the new benchmark for modern marketing. This book clarifies the importance of the sustainable approach before providing a comprehensive guide to implementing, driving and maintaining these practices in any organization. A must-read for any business leader or marketing executive, this is a unique and fascinating blend of academic research and practical case studies that will kick-start and inspire sustainable initiatives.
Author: Henk Campher
Author: Al Iannuzzi
Author: Andy Last
Author: Pantea Foroudi
Author: Henk Campher
Author: Wilson Ozuem
Author: Umair Haque
Author: Jose Luis Fettolini
Author: Nikolina Koporcic
Author: Michelle Carvill