{"id":16460,"date":"2018-10-24T18:01:59","date_gmt":"2018-10-24T15:01:59","guid":{"rendered":"https:\/\/www.ibtdi.com\/?p=16460"},"modified":"2018-10-24T18:01:59","modified_gmt":"2018-10-24T15:01:59","slug":"sustainable-brand","status":"publish","type":"post","link":"https:\/\/www.ibtdi.com\/en\/sustainable-brand\/","title":{"rendered":"Learn What It Takes to Build a Sustainable Brand"},"content":{"rendered":"

\"Cute<\/p>\n

 <\/p>\n

 <\/p>\n

Sustainability has become a strategy for brand differentiation. When used effectively, it can drive transformation.<\/span><\/p>\n

Sustainability is the new mantra for strategic differentiation. The world of brands and the marketing sector are buzzing with brands implementing new sustainability initiatives. <\/span><\/p>\n

For example, Hershey recently pledged to protect forests across its supply chain through a comprehensive pulp and paper policy, while stepping up efforts to trace its palm oil supplies. <\/span><\/p>\n

Other examples include Mondel\u0113z International\u2019s \u201cCocoa Life\u201d initiative to support sustainable development and Unilever\u2019s Sustainable Living Plan. <\/span><\/p>\n

\u064a\u0648\u0646\u064a\u0644\u064a\u0641\u0631 \u0644\u0644\u0645\u0639\u064a\u0634\u0629 \u0627\u0644\u0645\u0633\u062a\u062f\u0627\u0645\u0629.<\/span><\/p>\n

Describing a company as \u201csustainable\u201d strengthens its brand, opens up opportunities to enter new markets and launch sub-brands, and diversify its business. <\/span><\/p>\n

And increase innovation. In the fashion industry, many companies are reinventing themselves through new initiatives focused on sustainability. Many set themselves apart from <\/span><\/p>\n

others by integrating sustainable thinking into their organizations\u2019 values and principles, transforming all aspects of their business that affect the brand, and creating new opportunities.<\/span><\/p>\n

Building a sustainable brand requires companies to organize their operations at every level, ensuring smooth workflows that support their sustainability goals. Sporadic <\/span><\/p>\n

and fragmented sustainability efforts without proper planning can do more harm than good. Sustainability is as much a mindset as it is a goal, and, like <\/span><\/p>\n

any major transformation, it requires stakeholders at every level to be part of the vision and participate in putting it into action. A company cannot achieve sustainability <\/span><\/p>\n

without the involvement of all its employees.<\/span><\/p>\n

 <\/p>\n

Successful brands follow a set of principles:<\/span><\/p>\n

.<\/p>\n

Communication is key<\/span><\/h2>\n

Working effectively requires comprehensive communications that address both Investors<\/a> and the company\u2019s stakeholders and customers. Companies should participate in <\/span><\/p>\n

advertising campaigns and public relations initiatives, and earn recognition from established organizations. They should obtain important certifications and take advantage of every <\/span><\/p>\n

\u201cunpaid\u201d opportunity to gain visibility. Communications teams also need to help develop reports on goals and metrics while <\/span><\/p>\n

marketing these initiatives.<\/span><\/p>\n

.<\/p>\n

Aim for comprehensive change<\/span><\/h2>\n

Companies should aim to implement sustainability initiatives at scale to avoid accusations of environmental harm. They can do this in<\/span><\/p>\n

stages or by introducing initiatives with significant impact. For example, if there is substantial overlap in the sourcing of raw materials for the brands <\/span><\/p>\n

for the company, sustainability initiatives can have a far-reaching impact. Companies with brands across multiple categories that use raw materials <\/span><\/p>\n

from a range of different supply chains also need to implement the initiative in multiple phases.<\/span><\/p>\n

For example, Unilever\u2019s Sustainable Living Plan is a company-wide strategy, but it began with a portfolio of global brands <\/span><\/p>\n

with broad reach.<\/span><\/p>\n

.<\/p>\n

 <\/p>\n

Phased impacts<\/span><\/h2>\n

Sustainability needs to boost profitability before companies pursue strategic differentiation. However, implementing sustainability initiatives in the short term may <\/span><\/p>\n

take a long time to make a difference. Organizations taking this path need strategies to mitigate the effects of the delay and keep their focus <\/span><\/p>\n

\u2026on the sustainability path and its goals. Over time, these costs and reduced profitability will give way to long-term benefits that \u201cimprove efficiency <\/span><\/p>\n

and revenue through the optimal use of resources and supply chains.\u201d<\/span><\/p>\n

.<\/p>\n

Find a partner who adds value<\/span><\/h2>\n

Last but not least, organizations need to take a flexible approach to sustainability initiatives. Strategic differentiation platforms emerge from collaboration and connections <\/span><\/p>\n

with external parties that can provide specialized expertise. Unilever is a prime example of a company inviting startups, entrepreneurs, <\/span><\/p>\n

and other organizations to help find solutions to core business challenges. For example, one sustainability challenge that requires collaboration among multiple parties is <\/span><\/p>\n

\u201cdeveloping products and technologies that enable consumers to achieve superior laundry cleaning while using lower temperatures and less water.\u201d<\/span><\/p>\n

It can be difficult to find and adopt different platforms for strategic differentiation. Organizations have an opportunity to distinguish themselves when it comes to sustainability. Starting with <\/span><\/p>\n

the idea, how it is communicated, the steps taken to make it viable, and the processes and incremental steps toward achieving the desired goals all present opportunities for the organization <\/span><\/p>\n

to differentiate itself and enhance shareholder rights for a brand<\/span><\/p>","protected":false},"excerpt":{"rendered":"

    \u0623\u0635\u0628\u062d\u062a \u0627\u0644\u0627\u0633\u062a\u062f\u0627\u0645\u0629 \u0627\u0633\u062a\u0631\u0627\u062a\u064a\u062c\u064a\u0629 \u062a\u0645\u064a\u0632 \u0627\u0644\u0639\u0644\u0627\u0645\u0627\u062a \u0627\u0644\u062a\u062c\u0627\u0631\u064a\u0629\u060c \u062a\u0633\u062a\u0637\u064a\u0639 \u0623\u0646 \u062a\u0642\u0648\u062f \u0639\u0645\u0644\u064a\u0629 \u0627\u0644\u062a\u062d\u0648\u0644 \u0625\u0630\u0627 \u0645\u0627 \u0627\u0633\u062a\u062e\u062f\u0645\u062a \u0628\u0634\u0643\u0644 \u0635\u062d\u064a\u062d. \u0627\u0644\u0627\u0633\u062a\u062f\u0627\u0645\u0629 \u0647\u064a \u0627\u0644\u062a\u0639\u0648\u064a\u0630\u0629 \u0627\u0644\u062c\u062f\u064a\u062f\u0629 \u0644\u0644\u062a\u0645\u0627\u064a\u0632 \u0627\u0644\u0627\u0633\u062a\u0631\u0627\u062a\u064a\u062c\u064a. \u062d\u064a\u062b \u064a\u0636\u062c [\u2026]<\/span><\/p>\n","protected":false},"author":3,"featured_media":16465,"comment_status":"open","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_ibtdi_aa_focus_keyword":"","_ibtdi_aa_secondary_keywords":"","_ibtdi_aa_audience":"","_ibtdi_aa_tone":"","_ibtdi_aa_summary":"","_ibtdi_aa_reviewer_name":"","_ibtdi_aa_reviewer_bio":"","_ibtdi_aa_reviewer_url":"","_ibtdi_aa_reviewed_date":"","_ibtdi_aa_service_id":"","_ibtdi_aa_related_ids":"","_ibtdi_aa_human_reviewed":"","_ibtdi_aa_disable":"","_ibtdi_aa_disable_links":"","_ibtdi_aa_sources":"","_ibtdi_aa_update_notes":"","footnotes":""},"categories":[491],"tags":[17530,17529,782,3482,1083,1320,17531,793],"class_list":["post-16460","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-491","tag-17530","tag-17529","tag-782","tag-3482","tag-1083","tag-1320","tag-17531","tag-793"],"_links":{"self":[{"href":"https:\/\/www.ibtdi.com\/en\/wp-json\/wp\/v2\/posts\/16460","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.ibtdi.com\/en\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.ibtdi.com\/en\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.ibtdi.com\/en\/wp-json\/wp\/v2\/users\/3"}],"replies":[{"embeddable":true,"href":"https:\/\/www.ibtdi.com\/en\/wp-json\/wp\/v2\/comments?post=16460"}],"version-history":[{"count":0,"href":"https:\/\/www.ibtdi.com\/en\/wp-json\/wp\/v2\/posts\/16460\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.ibtdi.com\/en\/wp-json\/wp\/v2\/media\/16465"}],"wp:attachment":[{"href":"https:\/\/www.ibtdi.com\/en\/wp-json\/wp\/v2\/media?parent=16460"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.ibtdi.com\/en\/wp-json\/wp\/v2\/categories?post=16460"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.ibtdi.com\/en\/wp-json\/wp\/v2\/tags?post=16460"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}