Companies which field various brands struggle to determine the proper strategy for delivering sustainable brand messaging. Some decide to focus on establishing the corporate brand as a trusted choice editor. Others find value in defining unique sustainable brand value for different SKU's while also communicating a corporate brand commitment to sustainable innovation. This panel shares what has driven their thinking on this topic, provides examples of messaging that is achieving success in their marketplace, and suggests principles for thinking about how you might prioritize your sustainable brand innovation journey.
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