Branding for Good News - Issue 4

04 Sep 2007|Added Value

bfg_header_issue_4 Welcome to Issue 4 of News,  Added Value’s monthly newsletter on ethical marketing.

This summer we’ve witnessed the greening of Hollywood with the release of Leonardo DiCaprio’s “The 11th Hour” , Sienna Miller wearing her pants over her jeans as a green superhero,  a carbon neutral ‘24’ courtesy of Fox studios and the entire NBC Universal network going ‘green’ in November. 

Public opinion in the UK is waning for the “tell us about climate change” programmes as the BBC scrap their scheduled day-long TV special ‘Planet Relief’.   Consumers want to see action.   So it’s great to hear the Carbon Trust announce that businesses acting on climate change have saved over 10 million tons of CO2 emissions since 2001.  And with campaigns like DEFRA’s Act on CO2  and supermarket chains like Sainsbury’s pioneering plastic wine bottles, we’re heading in the right direction.

Plans for our ‘Branding for Good’ summit in March next year are well underway.  Keynote speaker, Sir Martin Sorrell of WPP has openly stressed the importance of digital in the marketing arena;  so how does digital influence the ethical agenda?  Our issue this month explores more…

Brand Authenticity and the Digital influence
The digital world can be viewed as a two-edged sword.  On the one side it has been the conduit for information that has largely driven a power shift towards customers and employees in influencing a company’s ethical agenda.  It is also the forum in which many inauthentic brands are exposed and die.  read more

The Expert’s View:  Consumer Empowerment on-line
Businesses need to be aware of the on-line community which is enabling mainstream consumers the power to affect ethical policy change within corporations.  We asked Ben Stewart from Greenpeace for his views. Read more

Eco Innovations
A spotlight on on-line enabling green.  Take a look

These issues and more will be explored at our  Branding for Good client marketing summit on 6th March next year.  “Green 2.0 – Avoid the Greenwash” with keynote speaker Sir Martin Sorrell, WPP. 

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