Go Back
  • Posted by: Rachel Kessman on Tuesday, September 16 2014 03:52 PM | Comments (0)
    SF BGGB event

    With the launch of Interbrand's 2014 Best Global Green Brands report, Interbrand San Francisco, in partnership with Deloitte, hosted a panel discussion focusing on the advantages and challenges sustainability disruptors face.

    Simon Sproule, Vice President of Communications at Tesla Motors, and Chris Librie, Global Sustainability Manager at HP, discussed their companies' efforts and the multitude of automotive and technology brands found on this year's Best Global Green Brands ranking. (There were 10 automotive brands and 12 brands from the electronics and tech sectors.)

    HP tweets

    The panel discussion revealed that the demand for electric vehicles is growing and forcing automakers to enter into this market and expand their product lines. More than 36 new hybrid and electric vehicles were launched in 2013, giving consumers more fuel-efficient options than ever before.

    Interestingly enough, brands from within the electronics and technology sector did carry some of the largest gap scores in this year's Best Global Green Brands ranking. (Interbrand lists the gap between a brand’s overall performance score and its overall perception score. A positive score indicates a brand is doing more than it is given credit for, while a negative score indicates that a brand is being given more credit than its sustainability actions merit.) The significant gap scores in the electronics and technology sector indicate that such brands either need to do more around sustainability or work harder to improve consumer awareness and understanding of such initiatives.

    Lisa Newman-Wise Tweets

    Rachel Kessman, Marketing Associate for Interbrand North America, chatted with Jonathan Redman, Senior Director of Client Services for Interbrand San Francisco, about how brands are innovating when it comes to sustainability.

    Q: What takeaways from the Best Global Green Brands report apply to the West Coast marketplace?

    A: As with most of the rest of the world, a commitment to sustainability and Corporate Citizenship is becoming increasingly important to West Coast-based businesses. Whether operating at scale with direct influence on an ecosystem of commerce and partnership or being a startup or more of a category disruptor, the types of organizations that are setting the agenda in this region are all leading in terms of innovation—and they are all addressing complex environmental and social issues by creating companies, products and experiences that people love, with increasingly new business models. Such companies are well-positioned to tackle complex problems such as climate change, energy and social issues.

    Q: How can Interbrand help innovative technology companies create successful partnerships with other businesses, the public sector and NGOs?

    A: When it comes to sustainability, the definition of partnership, or collective action, is broad. Successful collaboration can occur when companies create successful partnerships with logical and adjacent businesses, the public sector and NGOs. They can also occur with 'frenemies'–or when supposedly competitive brands are aligning for a greater purpose. It is Interbrand's job to examine the set up of partnership, monitor effectiveness and work with our clients to create valuable and lasting impact.

    Kurt Munger Tweets

    Q: How do you connect Corporate Citizenship to brand value?

    A: We know from our own Interbrand studies, as well as from keeping pace with wider analysis, that Corporate Citizenship is a definite driver of preference, endorsement and choice across categories. It also drives purchase. In these ways, brand value and commercial advantage is being created through a commitment to Corporate Citizenship that is real, business-based and ongoing. It is not enough to publish an annual report and hope that your brand makes the grade. It needs to be a living business asset that connects across stakeholders and is, itself, sustainable.

    Q: Where do you see collective action programs going in the next several years? What emerging trends are you seeing?

    A: There is no set formula to successful and active collective action programs—and that is important to recognize. How you might construct a partnership now may very well differ to what is suitable in five years. Collective action partnerships now have become essential to both companies and NGOs as they tackle some of the most pressing environmental and social issues. The changing needs of organizations, communities, countries and the planet means that partnership needs to actively flex and improve. Your closest competitor could be your greatest ally. It is all a question of looking beyond your own agenda and looking beyond the short-term to see where the value creation is for all concerned.

    For more information about Corporate Citizenship in the technology and automotive sectors, please contact Jonathan Redman.

    Rachel Kessman is the Marketing Associate for North America. You can follow her on twitter at @RKesss.

    Post a comment

  • Posted by: Carolyn Ray on Wednesday, September 3 2014 05:43 PM | Comments (0)

    Corporate citizenship

    With 2015 quickly approaching, it’s a perfect time to ensure your corporate citizenship strategy supports your 2015 business goals to build measurable brand value.

    At Interbrand, we define Corporate Citizenship as the perception people have of a company’s positive contribution to society based on the way in which it treats the core elements of its business: Its employees, customers and suppliers; the communities in which it operates; the governments that influence its operations; and the planet it relies on for its existence.

    Our global Corporate Citizenship practice can bring you the best insights from around the world, specific to your sector or industry. There is no question that Corporate Citizenship, when aligned with business strategy, drives brand value, particularly in B2B environments.

    WATCH:Corporate Citizenship as strategic driver of business,”which explains why Canadian companies need to examine their corporate citizenship strategies: 

    What this means in Canada

    In Canada, our brands face constant scrutiny by a new generation of environmentally and socially conscious consumers. Rather than seen this as a challenge to profitability, businesses should take this opportunity to align their Corporate Citizenship strategy with their business goals to build measurable brand value.

    SLIDESHARE: The Case for Corporate Citizenship in Canada 

    ARTICLE: Corporate Citizenship Lessons: 5 Questions with Interbrand's Carolyn Ray 

    Getting Started

    Corporate Citizenship goes beyond traditional CSR initiatives and one-time fundraising activities. It need to be woven into the fabric of the business. Here are the ways to get started with your strategy.

    1. Corporate Citizenship Assessment

    Analyze your organization’s current Corporate Citizenship strategy and how it aligns with your brand and business goals. We focus on six Brand Strength dimensions that directly connect to the activation of your Corporate Citizenship strategy (Authenticity, Relevance, Differentiation, Responsiveness, Clarity and Presence) – and can include desk research, qualitative and quantitative techniques. This determines the performance of your Corporate Citizenship planning thus far and how it aligns with your brand and business strategy for optimizing brand value.

    2. Corporate Citizenship Benchmarking

    Next, do an audit of your key competitors’ Corporate Citizenship strategies and initiatives and best practice case studies of in and out of category brands. This is an important step that identifies the gaps and opportunities that can and should be addressed. The competitive audit will also help you understand what strategy will be most authentic and differentiating for your brand.

    3. Corporate Citizenship Creative Evaluation

    Assesses the visual and verbal elements currently being used to express your company’s CC strategy and initiatives. These components of your plan must be appraised to define creative excellence and optimal alignment with your corporate identity. Keep in mind that your strategy also requires an appropriate level of differentiation from your business.

    4. Corporate Citizenship Driver Study

    Conduct an analytical study of the key drivers of customer purchase behaviour and brand consideration across relevant stakeholder groups. This effort identifies and prioritizes what issues are most relevant to key constituencies in influencing their choices as it relates to social responsibility. The output can inform a targeted approach to your Corporate Citizenship strategy, tactics, messages and overall experience.

    5. Corporate Citizenship Brand Playback

    This last step allows us to listen in on real-time conversations and observe real-world behaviours among relevant stakeholder groups with a focus on Corporate Citizenship. This research distills the most relevant public perceptions of your brand’s CC strategy, identifies opportunities, and measures actions and activities over time to optimize your strategy and messaging.

    More brands are working hard to make their Corporate Citizenship practices more intentional and inspired. Increasingly, companies are openly communicating about their social and environmental initiatives and this needs to continue. At Interbrand Canada we recognize that our national brands have traditionally shied away from promoting their CSR activities, but it’s time that our corporations start sharing their stories and respond to the demands of our socially conscious society.

    Carolyn Ray is the Managing Director of Interbrand Canada. You can follow her on Twitter at @TheCarolynRay.

    Post a comment

  • Posted by: Interbrand on Thursday, August 21 2014 05:39 PM | Comments (0)
    Month of Service

    During July, Interbrand united for its Month of Service as part of Interbrand Inspired—our global foundation. This year, Interbrand provided pro-bono consulting services to inspiring non-profits and social-impact startups, in addition to offering hands-on volunteering in local communities.

    As more companies work to make their Corporate Citizenship practices more impactful and visible, consumers are becoming increasingly conscious of what brands are doing to give back. The line between a brand’s performance and its commitment to sustainability efforts is blurring. Entrepreneur explores the rise in consumer’s expectations for companies to do good. Research shows that billions of dollars in brand value are tied to participation in Corporate Citizenship initiatives. For that reason, Interbrand, the world's leading brand consultancy, is expanding its Corporate Citizenship practice to Canada, where national brands are increasingly coming under the scope of environmentally- and socially-conscious consumers. Carolyn Ray, Managing Director of Interbrand Canada, addresses the growing need in the Canadian marketplace for brands to have a transparent Corporate Citizenship strategy.

    Corporate Citizenship may go by many names, but one thing is for certain, a company's long-term financial success parallels its stance on social responsibility. A new article in The Guardian discusses five trends that show the importance of corporate citizenship as a business practice. CSR is here to stay, proving to be an invaluable business asset among companies that are incorporating social responsibility into their core values.

    As sustainability and efforts to reduce environmental impact take center stage, brands like General Mills are working towards transparency by insisting that its suppliers take measures to cut greenhouse gas emissions and water usage. CNN Money reports General Mills also plans to purchase its ten most frequently used ingredients from sustainable sources by 2020. Now that it has launched a new series of environmental commitments, Kellogg’s also plans to do the same, according to Environmental Leader. General Mills and Kellogg’s join other companies like Coca-Cola and Mondelez that are setting increasingly ambitious sustainable sourcing goals.

    Additionally, newer companies uphold a responsibility to both make profit and remain socially responsible as part of their founding principles—a new type of business model. The New Yorker looks at Warby Parker and several other companies that are designated as “B corporations,” which are for-profit companies that commit to achieving both CSR and business goals.

    To find out more about the value of Corporate Citizenship, be sure to check out this month’s installment of Closing the Gap!

    Post a comment

  • Posted by: Interbrand on Monday, August 18 2014 01:33 PM | Comments (0)

    Month of Service 2014

    In keeping with its annual tradition, during July Interbrand united for its Month of Service as part of Interbrand Inspired – our Foundation. Across the globe, Interbrand provided pro-bono consulting services to inspiring non-profits and social impact startups, in addition to offering hands-on volunteering in local communities. In total, Interbrand hosted and participated in more than 20 activities and positively affected the lives of many.

    The gift of generosity is a powerful expression of humanity and when a corporate community embraces altruism, the true character and spirit of the brand is revealed. Corporate Citizenship at Interbrand is our demonstration of appreciation for what we have and what we can give to others in pursuit of making the world a better place.

    From the Americas to Australia, Interbranders left a lasting impact on the organizations it partnered with and the communities in which we operate. The effects were felt in New York, where one team worked with Futures and Options to help underserved youth express their own personal brands – advice that Futures and Options knows will “help in their professional growth no matter what field they pursue.”

    The volunteer opportunities also support Interbrand’s collaborative and world changing internal culture, providing employees with the ability to think creatively and grow closer through shared experiences. Our Madrid office dedicated their time to a local community center, and as Ángela Rodrigo expressed, “it was a life changing experience for all of us.” In working with Student Reporter, Associate Consultant Jeremy Shapero noted, “our work was an exciting opportunity to flex beyond our traditional roles and teams."

    During Month of Service, Interbrand partnered with the following non-profits and start-ups: Career Gear; Friends of the Children New York; Minds Matter; Domestic Violence Project; Rooftop Films; Bite Size Learning; Friends of Bezalel; Student Reporter; Charity Miles; Pencils of Promise; Sustainable Health Enterprises (SHE); GrowNYC; Futures and Options; Per Scholas; Upwardly Global; ABC Life Literacy; The Library Project; and Envision.

    For more photos from Interbrand’s Month of Service, visit our Facebook page here!

    About Interbrand Inspired
    Interbrand Inspired is Interbrand’s very own commitment to Corporate Citizenship. It is a not-for-profit foundation leveraged to promote the power of education around the world. Interbrand Inspired provides our employees an opportunity to give their time and talent to our communities through partnerships with educational organizations.

    Post a comment

  • Posted by: Interband on Friday, July 25 2014 11:38 AM | Comments (0)

    Corporate Citizenship

    From more sustainable sourcing to social innovation, companies are doing more every day to create positive social change and sustainable solutions—and consumers are increasingly “rewarding” brands that take social responsibility seriously.   

    Super Market News reports that American supermarket chain, Safeway Inc., has made great strides in its efforts to sustainably source all fresh and frozen seafood by the end of 2015. The brand is already more than halfway to its goal, proving its leadership as a sustainable seafood retailer. In addition, Safeway has saved over 75 million gallons of water, eliminated 300 million plastic bags, and donated 72 million pounds of food.   

    Speaking of plastic bags, the infamous question of “paper or plastic?” may soon be a thing of the past. According to PackagingDigest.com, standard materials are being replaced with non-toxic, lower weight, biodegradable, reusable and recyclable alternatives. Also, bio-plastics are showing a growth rate of more than 20 percent with production expected to increase from 1.39 million tons in 2012 to 6.18 million tons by 2017. Why? Because packaging influences purchasing decisions—and more consumers are showing a preference for sustainable materials and design.   

    Picking up on the real-world solutions trend, Eco-Business reports that more organizations are moving beyond donations and philanthropy. Instead, they are becoming actively involved in projects that benefit business and have a positive social impact. Whether showing a focused commitment to a particular issue through a corporate foundation or embedding CSR into company operations, CSR programs and foundations boost employee morale and enhance corporate reputations. And the choice does not have to be one over the other—a greater CSR strategy can work simultaneously with a foundation.   

    As these efforts illustrate, businesses are doing a lot to give back—but are they doing enough? According to the 2013 UN Global Compact-Accenture CEO Study on Sustainability, as Sustainable Brands reports, two-thirds of CEOs admitted that businesses could be doing more to address sustainability challenges. Although CEOs see engagement with consumers as the single most important factor motivating them to accelerate progress on sustainability, they are often out of step with what motivates consumers to make responsible purchasing decisions.   

    To engage more effectively with consumers, companies must close the gap between performance and perception, according to Interbrand’s annual Best Global Green Brands report. Commenting on the report, Vikas Vij of JustMeans.com said, “The consumers of today hold the world’s top brands to an exacting standard and expect these brands to act responsibly.” As Interbrand’s research indicates, reducing the gap between socially and environmentally responsible business practices—and consumer perception of those practices—is critical to building brand value.   

    To find out more about the value of Corporate Citizenship, be sure to check out this month’s installment of Closing the Gap!

    Post a comment

  1. 1
  2. 2
  3. 3
  4. 4
  5. 5
  6. 6
  7. 7
  8. 8
  9. 9
  10. Next page