Who’s the hero of your sustainability narrative?
Earth Day is approaching and brands around the world are preparing to highlight their newest initiatives aimed at making the world a little greener. We hear about net-zero and carbon capture,...
This Earth Day brands must make room for net-positive
Earth Day approaches, and consumer and media attention will be drawn even more sharply to sustainability and environmental issues. For brands, this is their opportunity to trot out the newest...
How to bring your brand purpose to life with objectives-based messaging
In the last 5-8 years a new, modern brand metric has emerged. It’s that of “good for the world” and it covers such things as social justice impact, climate sustainability, and the general goodness a...
Testing can kill your best ideas – here’s how to empower them instead
“If I asked people what they wanted they would have said faster horses.” – Henry Ford
6 Steps to Define a New Brand Category
What do you do when your brand and its offerings do not line up with any existing category?