How Sustainability Is Growing Unilever’s Brand Equity and Profits

Unilever__Sustainable_Living_PlanUnilever is a pioneer in the art of winning customers and creating competitive advantage with brand authenticity through their positive impacts upon human and environmental well-being. Their CEO, Paul Polman, has staked his professional career on a strategy that says a business can achieve ambitious financial results by also achieving ambitious CSR results. Their business and sustainability results are establishing best practices in product design, marketing, branding and business operations. Continue reading

Posted in Best Practices, Marketing | Tagged , , , , , , , , | Leave a comment

10 Sustainable Branding Best Practices, Unilever and Sketches

dove-sketchConsumers are engaged in sea-changing search for businesses that are authentic in their commitment to customers. According to a Harris Interactive survey, 44% of Americans have a “poor” or “terrible” opinion of Corporate America. Less than a third of Americans view Corporate America as “very good” or “good.” Only 9 percent of U.S. consumers believe brands improve their lives. 93 percent of Americans would not care if brands disappeared!

Ten dimensions of a great brand

20th Century brand success was based upon offering customers “more, bigger, faster, cheaper” and delivering these benefits “now!” The 21st Century consumer, enabled through mobile and social digital technologies, are redefining what a brand must offer to attract them and win them as customers. The American consumer is actively searching for brands that align value with values.

Market research is documenting ten dimensions a brand needs to competitively engage customers on their issues of value and values. These ten dimensions are: Continue reading

Posted in Best Practices, Business, Marketing | Tagged , , , , , , , , , | Leave a comment

Green Sells: Rainforest Alliance’s Shop The Frog!

tumblr_m2lbt0V5EI1rna2rmo1_500Rainforest Alliance is proving that green products win customers and grow sales. Impressively, Rainforest Alliance certified chocolates now represent 10% of the world’s chocolate sales. Their certified teas have 12% worldwide market share. Approximately 15% of all bananas are Rainforest Alliance certified. The business success generated by the Rainforest Alliance has attracted hundreds of alliance partners including Unilever, Yogi Tea and Clif Bar. Continue reading

Posted in Best Practices, Marketing | Tagged , , , , , , , , , , , , , , | Leave a comment

Winning Sales With The $1.3 Trillion (and greener) Latina

imagesLatinas have emerged as a major business opportunity for businesses. Their $1.3 trillion of annual buying power is equal to Mexico’s annual Gross Domestic Production! They are also sophisticated consumers seeking products that align with their triple bottom line focus upon their family’s budget, strong health concerns and motivation to preserve their family heritage. There are four keys to winning sales with the $1.3 Trillion (and greener) Latina consumer. Continue reading

Posted in Best Practices, Business, Marketing | Tagged , , , , , , , , , | Leave a comment

GM’s Waste To Cash Best Practices

PrintGM is generating $1 billion annually through recycling and repurposing their waste stream. They are literally turning trash into cash! This is not an isolated example. Sustainable waste management is now a competitive advantage for businesses ranging from Walmart to Dupont to small businesses like JJH Auto Body and Paint in Salt Lake City. Continue reading

Posted in Best Practices | Leave a comment

Having Women On Corporate Boards Increases Profits And Sustainability

Board RoomImagine running an oil company where only one or two of your board of directors have oil industry experience. Imagine running a computer company where none of the board of directors uses a computer, tablet or smart phone. Now imagine Corporate America running their businesses where less than 15% of their board of directors are women.

Women are not a minority except in terms of their parity with men on corporate boards of directors. While women account for over 50% of college graduates and they dominate economic power in our economy with $8 trillion of annual buying power they still account for less than 15% of S&P 1500 boards of directors.  3% of Fortune 1000 companies have no women on their board of directors. For the next tier of 1,000 midsize companies the level of ZERO women representation on the board of directors jumps to 30%. Continue reading

Posted in Best Practices, Business | Tagged , , , , , , , , , , | Leave a comment

Green Sells: Ford’s Commitment To Sustainability Drives Sales Success

Ford C-MAX Energi At Charging Stations

Ford C-MAX Energi At Charging Stations

Ford’s sales growth is proving that competitively priced, well-designed products that are more sustainable will outsell less-sustainable products. Ford’s line-up of fuel-efficient cars and trucks that deliver lower tail pipe emissions are selling at a record pace. In June 2012 Ford achieved a year-over-year 13% sales increase. That is Ford’s best sales performance since 2006. How hot is Ford? They have captured the number one position on the BrandIndex with more buzz than Amazon, YouTube or last years’s champ, Subway! Continue reading

Posted in Best Practices, Cars | Tagged , , , , , , , , , , , , | Leave a comment