Creating a Sustainable Brand: A Guide to Growing the Sustainability Top Line (DoShorts)
| Author | : | |
| Rating | : | 4.51 (795 Votes) |
| Asin | : | 1910174068 |
| Format Type | : | paperback |
| Number of Pages | : | 81 Pages |
| Publish Date | : | 2016-02-25 |
| Language | : | English |
DESCRIPTION:
At this stage, we all know the 'why', but this book provides the 'how' in the journey towards our common future." (James Curleigh, President, Levi’s)"What it means to create and nurture a 'sustainable brand' is different today than it was just a few short years ago – and it is evolving daily. This action will require confidence & courage, with some great guidance from thought leaders like Henk. He uses great research to show us what we now need to know - 'What does really change the Customer's life, and bond them to you, anyway?' " (Carol Sanford, author The Responsible Entrepreneur and The Responsible Business) . Now he busts the myths we have about what that means. "Creating and building a sustainable brand is all about putting beliefs, business, and a brand into engaged action. Henk has laid out the ingredients and a recipe for today’s brands striving to break through relevance and affinity to a true consumer relat
He was named as one of the Top 100 Thought Leaders in Trustworthy Business Behavior and The Guardian’s Top 15 Sustainable Business Executives on Twitter. . Henk Campher is Senior Vice President, Business and Social Purpose & Managing Director, Sustainability, at Edelman. He’s had the pleasure of working on some of the coolest campaigns with companies
Refreshing perspective on sustainable brands! Campher approaches sustainability branding through a unique, easy to understand lense. The book is a quick read, but a reference I will return to for years to come.
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. Sustainable brands may have started as "doing less harm" and shaving costs off the bottom line. 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 cons