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Positive Luxury
Peter Fisk meets the founder of the positive living curator, Diana Verde Nieto, and
explores what ...
+genius
“We provide information at the point of sale that allows the consumer to make informed
decisions when choosing a b...
+genius
© Peter Fisk 2014
Explore more in “Gamechangers: Are you ready to change the world?” by Peter Fisk
Peter Fisk is a...
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Positive Luxury - Curating Brands for a Positive Life

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In an extract from the his new book "Gamechangers: Are you ready to change the world?" Peter Fisk meets Diana Verde Nieto to explore her accreditation, curation and community business that every luxury brand wants to be part of. More at www.Gamechangers.pro

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Positive Luxury - Curating Brands for a Positive Life

  1. 1. +genius Positive Luxury Peter Fisk meets the founder of the positive living curator, Diana Verde Nieto, and explores what it means to gain the blue butterfly mark. An extract from the new book “Gamechangers: Are you ready to change the world?” Positive Luxury’s mission is to curate and champion an exclusive collection of stylish, responsible brands, or as founder Diana Verde Nieto puts it “creating the ultimate destination for people looking to live a more positive life”. “Our vision is for a world where people and the environment prosper together – where companies and brands are part of the solution. We believe that the best way to promote positive living is to make it attractive, enjoyable and profitable for people, businesses and communities.” What that means in practice is that people need inspiration and information, about what is fashionable and innovative, but also the social and environmental impacts of the brands and companies too. This is particularly the case for luxury brands who were slower to embrace ethical practices. Consumers want good stuff, and they want to do good too. Positive Luxury’s blue butterfly “trust mark” is a simple way of labelling the products and brands that have you can rely on. Living, and shopping, should be a positive experience, argues Verde Nieto, not about wading through claims and counter claims. “We make it easy to live more positively”. She chose the logo because of its beauty and fragility – the Large Blue was wiped out in the UK in the 1970s, thanks to new farming techniques and over-eager butterfly collectors. In 1983, conservationists started importing the species from Sweden, which with the help of 23 organisations became the most successful insect reintroduction programme in the world. “Positive Luxury is revolutionary in its mission to bring to the consumer transparency about brands social and environmental action in a jargon free language and at a click.
  2. 2. +genius “We provide information at the point of sale that allows the consumer to make informed decisions when choosing a brand or business. As a result consumers are able to reward the brands they know they can trust by choosing them over brands whose transparency is questionable”. Asked whether Positive Luxury really is a gamechanger, Diana was emphatic: “Because we are creating a transparency movement where brands are celebrated for their social and environmental codes of conduct as well as quality and innovation”. “On a business to business perspective – we aim to bridge the gap between CSR and marketing departments – helping brands with a social mission and hefty investment in the environment to be able to tell their story to the consumer in a language that it is easy for the consumer to understand and engage with”. Going into a little more detail about the accreditation process, Diana explains what a brand has to do in order to be awarded and licensed to use the blue butterfly. “Following a combination of a self-assessment questionnaire, built around unique algorithms, brands that are awarded the Blue Butterfly Trust Mark are licensed to use their trust mark throughout their website, packaging and marketing material. The online interactive trust mark allows the consumer to touch or click on the Blue Butterfly which opens out to explain why the company or product is good for people and the planet”. Aside from the Blue Butterfly Trust Mark, the Positive Luxury website acts as a trusted, interactive platform for the Positive Luxury community that offers up to the minute trends, competitions, topical stories, advice and in-depth guide to all aspects of positive living. “We believe we can all play a part in reversing environmental damage, and that making more informed choices about the brands we choose to buy can help us each to create our own blue butterfly story. In other words you get to look good and live well without changing your habits – you just have to know where to shop. And we’re doing that bit for you” All you have to do is look for the blue butterfly.
  3. 3. +genius © Peter Fisk 2014 Explore more in “Gamechangers: Are you ready to change the world?” by Peter Fisk Peter Fisk is a bestselling author, inspiring keynote speaker and expert consultant. He is founder and CEO of GeniusWorks, a brand and business innovation consulting firm, based in London. Having started in nuclear physics he went on to manage brands like Concorde, launch innovations with Virgin, work in sectors as diverse as banking and cosmetics, food and pharma, telecoms and travel, and lead a global education business. He is a Visiting Professor of Strategy, Innovation and Marketing at IE Business School in Madrid, Europe’s top ranked educator, and was recently included in the prestigious “Thinkers 50 Guru Radar” as one of the best new business thinkers. His new book “Gamechangers: Are you ready to change the world?” explores the next generation of brands shaking up every region and category, and how they win by thinking different. It will be published in 2014. His previous books have been translated into 35 languages and include “Marketing Genius” about the left and right-brain of marketing success, “Creative Genius: The innovation handbook for business leaders” helping you to become the Leonardo da Vinci of today, and “People Planet Profit: How to embrace sustainability for innovation and business growth.” Email: peterfisk@peterfisk.com Website: www.TheGeniusWorks.com New book: www.Gamechangers.pro

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