Brands in a New Age of Responsibility - Jez Frampton, Interbrand
•
3 j'aime•783 vues
The document discusses how brands are facing increasing pressure and expectations to address sustainability and social responsibility in the new age. It notes that while more companies are reporting sustainability data, the effect is unclear. Sustainability is now on the agenda of many C-suites and boards, but employees do not feel prepared. The document advocates that brands have the power to change the world by setting high sustainability standards for their industries, measuring the impact of their actions, and communicating their platforms appropriately.
Recommandé
Recommandé
Contenu connexe
En vedette
En vedette (9)
Similaire à Brands in a New Age of Responsibility - Jez Frampton, Interbrand
Similaire à Brands in a New Age of Responsibility - Jez Frampton, Interbrand (20)
Plus de Sustainable Brands
Plus de Sustainable Brands (20)
Dernier
Dernier (20)
Brands in a New Age of Responsibility - Jez Frampton, Interbrand
- 1. Brands in a New Age of Responsibility Jez Frampton Interbrand
- 2. Jez Frampton Global Chief Executive Interbrand Brands in a New Age of Responsibility
- 6. 52% of green themed issues of magazines sell significantly less than standard issues. Source: Mediamark Research & Intelligence, 2009
- 7. Sustainability is a “must have” Regulation Responsibility Accountability > > >
- 8. “What is required of us now is a new era of responsibility.” Inaugural address of President Barack Obama; January 2009 7 | Interbrand and sustainability
- 9. we from me to 8 | Interbrand and sustainability
- 11. Damned if you do, damned if you don’t
- 12. Change
- 13. Increased effort but… More companies now report sustainability 37% 74% 2005 2008 data but to what effect? Source: KPMG, October 2008
- 14. Lack of leadership The few consumers who do identify leaders tend to 26% 35% 2007 2008 recall the same brands. Source: Consumers, Brands and Climate Change; The Climate Group, 2008
- 15. It’s on the agenda but… In most organizations, sustainability is 42.4% 18.5% CEO Board on the C-suite agenda. Source: The Vandiver Group study; May 2008
- 16. Are employees ready? Only 1 in 10 employees feel prepared to tackle the issue head on. Source: Corporate sustainability employee study, Fresh Marketing, 2008
- 17. 95% of shoppers say they would consider buying a green product. 22% of shoppers purchased green products. Source: Deloitte/GMA Green Shopper Study, 2009
- 18. Crafting a new understanding Sustainability as Sustainability as a Sustainability as a green noise differentiator table stake > > >
- 19. Brand
- 21. 1 Segmentation 2Financial 3 Importance 4 Competitive Analysis of Brand Benchmark Intangible Role of Brand Strength Earnings (EVA) Branding Index Score Brand Brand Earnings Discount Rate 5 Brand Value
- 22. Influences customer’s choice Role of Higher level of Brand future earnings Value A key competitive asset Brand Higher security Strength of future earnings
- 24. Doing well by doing good
- 26. Brands have the power to change the world.
- 27. The medium is the message. Toms gives back what it takes.
- 28. Sustainable from the outset. Method offers a new standard practice and model for its industry.
- 29. Core principles realized. 7 of Aveda’s products are completely sustainable from cradle to cradle.
- 30. Greenpeace approved. 60% to 80% of Nokia’s products can be recycled.
- 31. Reduce, remove, and recycle. 3M recognized and took action to restore natural resources.
- 33. The way forward: 1. 2. 3. Set the highest Measure the Communicate standard for your impact of your your platform industry actions appropriately
- 34. Brands will change the world.