Branding for Good News – Issue 19
March 19th, 2009
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Posts Tagged ‘Marie Ridgley’
BfG News Issue 19 – Editor’s Column: Tackling the issues
March 19th, 2009
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Recession-obsessed brands who lose their sustainable focus may well find themselves left out in the cold when the global economy starts recovering. There is no doubt that every penny counts for today’s consumers who are looking to get the best “value” possible as they come to terms with their options – consume less, demand more for less or make new and different choices altogether. From research we conducted, we know that a brand’s responsible behaviour is increasingly seen as a driver of value. Indeed, sustainable issues can act as a benefit, but also by their absence, can constitute a detractor from value.
BfG News Issue 15 – Editor’s Column: Entering into a Sustainable Dialogue with your Consumers
September 15th, 2008
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Over the last five years, sustainability has been growing in awareness on the marketing agenda, and in prosperous times it appeals to the self actualisation tier of Maslow’s hierarchy of needs. However, what happens to these ideals and aspirations of a ‘kinder’ way of living in a recession? Two key components to concentrate on for your brand’s survival in these uncertain times are value and brand experience. There will always be a role for ‘pay less promotions’ (‘basic’ range or product bundling) but savvy consumers are also looking for value delivered through a greater emotional involvement and experience. We believe sustainability can deliver on both. For example, E.ON’s “see the energy you use” campaign delivers on both saving consumer’s money and a differentiated sustainable brand experience via their website. To achieve this Holy Grail, brands need to find that elusive “sweet spot” where the brands’ values, value proposition and sustainability strategy overlap.
Value and Sustainability: A Tension in Consumer Behaviour?
July 17th, 2008
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Today’s financial uncertainty is creating a tension between sustainability and value as consumers are challenged to make uncomfortable trade-offs.
Added Value, the worldwide brand consultancy, believes that brands have a role to play in helping consumers by appreciating consumers’ desires to make the “right” sustainable choices at the “right” price.
BfG News – Issue 12 Editor’s Column: Virtuous circle propelling change
May 12th, 2008
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The ‘green’ tipping point is here. Mainstream consumers are more aware of environmental, ethical, health and corporate responsible issues than ever before. This increased awareness is translating into behaviour when purchasing brands, as our research shows*. So what is driving this mass change in consumer behaviour? We believe there are five key drivers of change which are, in turn, connecting brands and consumers in a virtuous circle.
BfG News Issue 10 – Editor’s Column: Starting the Responsible Brand Journey
March 10th, 2008
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So how do marketers start on the responsible brand journey and how do they get it right? This was the challenge for delegates at the ‘Branding for Good’ summit. Stimulating speeches were mixed with energising workshop sessions to put the theory into practice for specific brands.
Branding for Good Summit 2008
March 10th, 2008
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Marketers are starting to realise the opportunities for those brave enough to adopt a responsible strategy, as evident by the high attendance at the ‘Branding for Good’ Summit on the 6th March. They’re well aware that today’s consumer can’t and won’t be fooled by spurious claims made by brands and will be quick to tarnish with the “greenwash” label. So how do marketers start their responsible brand journey and how do they get it right? This was the challenge for delegates at the summit. Stimulating speeches were mixed with energising workshop sessions to put the theory into practice for specific brands.
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