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  • Posted by: Interbrand on Thursday, March 20 2014 04:30 PM | Comments (0)

    People around the world are changing their attitudes, behavior and consumption patterns to support products and services that shift toward a sustainable global economy that promises better health and dignity for all. Brands that embrace this shift are seeing positive results across multiple levels of their businesses. With CSR at the heart of everything they do, a willingness to experiment with new models, and a commitment to redesigning every aspect of their business, its no wonder that, as Triple Pundit points out, Corporate Citizenship enhances performance, recruitment, and sales growth.

    From sharing food and gratitude with FEED at SXSW to surveying the powerful ripples of the “CVS Effect,” Interbrand’s March newsletter supplies the information and inspiration you need to help you accelerate change. Highlighting the link between CSR and financial performance, the encouraging impact of CVS’s decision to end tobacco sales, and TOM’s decision to expand its “one for one” model into the coffee business, our Corporate Citizenship outlook focuses on the stories that are moving the needle and companies that are making a difference.

    To find out more about how to align personal and corporate values, how to take CSR initiatives to the next level, and learn more about the “Diffusion of Innovations” theory in action, check out this month’s installment of Closing the Gap!

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  • Posted by: Lauren Gallo on Tuesday, March 11 2014 04:38 PM | Comments (0)

    FEED Supper

    What if sharing your supper with others could feed millions of people around the world?

    FEED Projects, an organization founded by Lauren Bush Lauren with the mission to create good products that help FEED the world, has launched a brand new initiative called FEED Supper today at the annual interactive SXSW conference in Austin, TX. Conceived in partnership with Interbrand, FEED has created an experience that presents an opportunity to share food and gratitude while enjoying each other’s company, and remaining mindful of the people in our world who go without.

    FEED Supper will kick off Come Together, a FEED initiative that harnesses the power of group giving around the world. On September 16, 2014, the first annual, month-long fundraising event will begin. Around the world, friends and family will join together to create groups with a shared fundraising goal and intention and encourage their peers to host their own suppers as well, building the movement.

    Come Together

    Toolkits will be available for purchase that include FEED placemats and menus to remind us all why we Come Together. Participants can continue to give back by donating the amount normally spent on a meal to the FEED Foundation.

    One month of worldwide FEED Suppers will culminate in a reveal of the impact FEED has made on World Food Day, October 16, 2014. Be sure to visit FEED’s website on September 16 to learn more.

    Lauren Gallo is a Senior Associate, Client Services, at Interbrand New York.

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  • Posted by: Interbrand on Tuesday, February 25 2014 12:59 PM | Comments (0)
    Thinking Ahead in the Auto Industry

    Environmental groups like Greenpeace are turning up the heat for brands, calling on them to remove pollutants from their products. As cities play host to their fashion weeks, advocates are drawing attention to the issue. And many brands are responding with commitments to detox their products.

    As brandchannel has reported, Valentino committed to eliminating toxins and zero deforestation and Burberry committed to detox its clothing by Jan. 1, 2020. Other brands that have also responded to Greenpeace with commitments to detox include Uniqlo, Zara, Levi’s, H&M, Nike, adidas, Puma and Mango.

    What’s the value in integrating a Corporate Citizenship strategy for brands? Last month Clark University researchers revealed in their latest study that there is a definitive positive connection between sustainable, social and environmental supply chain management and corporate financial performance, measured by return on assets and return on equity. Not only is a boost detected, but a decrease in revenue is found when Corporate Citizenship is not integrated in supply chains.

    Taking a healthier approach can benefit brands not only in positioning themselves in terms of sustainability, but in connecting their brand values and identity with healthier living. As InterbrandHealth reported, CVS’s move to snuff out cigarettes by October 1 is a bold move. “By marrying business strategy with brand strategy, InterbrandHealth believes CVS is well on its way to being both an industry trailblazer and company to watch in the new world of health.”

    This month’s Closing the Gap, Interbrand's Corporate Citizenship newsletter, explores these topics and how brands like Coca-Cola, Ikea and Bacardi are taking action to future-proof against the environmental challenges of the coming years. As it becomes increasingly clear that climate change is an economically disruptive force, brands are putting a growing focus on Corporate Citizenship.

    The Carroll School of Management Center for Corporate Citizenship’s report finds a 74% increase in the number of companies reporting having a CSR executive over what was reported in 2010. More than 25% report that their CEOs are taking active roles in Corporate Citizenship program evaluation.

    This newsletter also features video of a conversation with Roel de Vries, Corporate Vice President, Global Head of Marketing, Communications and Brand Strategy for Nissan Motor Company and Jez Frampton, Global CEO, Interbrand. Frampton and de Vries discuss the importance of forward-thinking and investing in the future.

    How is your brand integrating Corporate Citizenship into its strategies and communicating its efforts to consumers? Share your take on the value of Corporate Citizenship and its role in branding with us on Twitter, LinkedIn and Facebook.

    To subscribe to Closing the Gap and to learn more about Corporate Citizenship at Interbrand, please contact Tom Zara, Global Practice Leader of Corporate Citizenship.

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  • Posted by: Dominik Prinz on Thursday, February 20 2014 05:53 PM | Comments (0)

    Measuring Social ImpactThe Yale Philanthropy Conference, recently hosted in New Haven, CT, was a celebration of the strides organizations have made in recent history when it comes to “doing good.” It also painted a picture of what’s next, and which trends brands should be aware of in order to stay current with the rising demand of Millennials. They want to be part of, rather than just witness, the corporate decisions that will impact the planet’s and society’s future.

    A panel on “Measuring Impact” put a particular spin on the rising importance of recognizing Millennials' desire for more transparency when it comes to impact reporting. This should not come as a surprise, given that the younger generation of those born between 1982 and 1993 is now often the loudest voice in the room, demanding brands to step up and use their sphere of influence and consumer reach to affect positive change. But just “stepping up” doesn't cut it for them. 

    Once an organization has taken on a challenge that addresses a larger purpose – be it around environmental issues, human rights, health care, or any other important cause – Millennials demand to see tangible results. And don’t be mistaken, the standard, annual Sustainability or CSR Report won’t suffice or even remotely satisfy the Millennials inquisitive nature to make sure a real, measurable impact has been achieved. Brands will have to connect the sheer numbers game with meaningful stories of how their doings have positively changed people’s lives.

    A great example for making Impact Reporting transparent is the Human Rights Watch (HRW), the international NGO that is dedicated to defending and protecting human rights. The organization’s annual report features one single page with all financial numbers. (Note that it is the very last page in the report.)

    All other pages focus on powerful storytelling, impactful images and personal anecdotes of people whose lives have been positively affected by the work HRW is doing. And the organization goes further to tell these compelling stories: film festivals, social media, photo essays, audio stories. There is no shortage in attempts to help people truly understand the importance of the organization’s work. HRW manages to reduce the complexity of Social Impact Measurement, which so often turns into a beast these days, thereby making it uninspiring, and thus almost deems it irrelevant. 

    Paying close attention to the Millennials’ demand for powerful stories that inspire and connect us all will be a key requirement for brands who want to stay relevant and inspire people’s continuous engagement and participation. The outlook of “getting it right” is bright. Count on the advocacy of the Millennials you’re talking to. Because remember, they are the loudest voice in the room these days – and are likely to be for a while.

    Dominik Prinz is a Director of Strategy for Intebrand.

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  • Posted by: Interbrand on Thursday, January 16 2014 03:08 PM | Comments (0)
    Sustainability and Technology

    This has been a big week of innovation and exploration. Some of the biggest global brands gathered in Las Vegas for the annual Consumer Electronics Show (CES 2014) and are now in Detroit for the annual auto show (The North American International Auto Show). 

    At CES, brands talked product development and unveiled gadgets that demonstrate a maturing of technology introduced last year. They further explored the possibilities for the connected ecosystem, bringing together everything from our ovens to our watches to make our lives easier. 

    One thing brands didn't talk up much, as Interbrand's Lucas Piazza noted in his recent blog post, It's Time for World-Changing Tech Brands to Talk Corporate Citizenship, was the connection between their innovations and what they mean for sustainability and corporate social responsibility. The latest issue of Interbrand's Closing the Gap: The Value of Corporate Citizenship looks at this conversation and the big picture of what's happening now in branding and Corporate Citizenship news.

    With research indicating 88 percent of Generation Y, aka Millennials, state they make employment choices based on a company's CSR values and 86 percent say they would consider leaving a company if its Corporate Citizenship values no longer met expectations, it's clear that to attract new talent businesses must have strong voices when it comes to their values and initiatives. Recent studies also find 42 percent of consumers base their feelings about a company on its Corporate Citizenship. The impact of CSR on brand perception is clear.

    The ROI of investing in world-changing initiatives for brands is clear in many of the stories curated in this issue from how one hospital is saving money thanks to its investment in sustainability to how companies are reducing financial risks when their actions clearly have a positive impact on society. We truly believe that brands have the power to change the world. Share your take on the value of Corporate Citizenship and its role in branding with us on Twitter, LinkedIn and Facebook.

    To subscribe to Closing the Gap and to learn more about Corporate Citizenship at Interbrand, please contact Tom Zara, Global Practice Leader of Corporate Citizenship.

    To see more about past issues, please visit:

    Interbrand Launches "Closing the Gap"

    Closing the Gap: From a Skill Sharing Economy to Sustainability Marketing

    Closing the Gap: The Value of Corporate Citizenship

    • Closing the Gap: Fom Building a Brighter Future to Inspiring Participation

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