Six important things to remember about sustainable branding

No doubt worth reading Henk Campher has a new short eBook out called “Creating a Sustainable Brand: A Guide to Growing the Sustainability Top Line”. I posed five questions for him, the responses are below. 1) Briefly, what’s the book about? The changes experienced in sustainability over the last ten years or so have been…

Is there such a thing as a sustainable brand?

I don’t think there is. Given consumers find sustainability too complex to reward companies for (and indeed, why should they?) surely the notion of a sustainable brand is wrong-headed. The term smacks of greenwash to me. It feels like a hangover from a decade ago. We need sustainable companies, sustainable businesses, sustainable firms, whatever you…

A useful ‘attributes’ checklist

Here are attributes many of us value in co-workers, bosses, employees, friends and vendors: Honest Punctual Curious Proactive Flexible Thoughtful Generous Fun Committed Respectful Organized Interested Creative Likable Positive See the rest of the post from Seth Godin here.  As he argues, these attributes also apply to brands, or should.  It’s worth a read. 

Brands, sustainability and consumer behaviour change

Over at Ethical Corporation, we’re planning the editorial calendar for 2013 for our magazine/website. Here’s some of what we’ve covered in 2012 in terms of editorial, reports and events. We’re considering a long series of briefings on brands, sustainability, ethics and consumer behaviour change and engagement. It’s a subject we’ve covered a lot in the…