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6 Brand Leadership Strategies
Enabling a Flourishing Future
KoAnn Vikoren Skrzyniarz, Founder/CEO, Sustainable Brands

@SustainBrands

www.sustainablebrands.com

@KoAnn
Six Brand Leadership Strategies Enabling a Flourishing Future
Goals for Today
• Share 6 ways we see brands succeeding while leading the
Way to a Flourishing Future
• Listen / learn / discuss what you see from your perspective

@SustainBrands

www.sustainablebrands.com

@KoAnn
Quick Snapshot
• Shifting the world to a sustainable economy by enabling brands to
succeed that lead the way
• Serving 750,000 business leaders through SustainableBrands.com
• Enabling conversation on Facebook, Linked-in, Twitter, Google+, etc.
• Convening the community face-to-face on four continents
• Supporting a member network of 50+ global brands
• Steadily growing 50%+/year since 2007
@SustainBrands

www.sustainablebrands.com

@KoAnn
Our Community

@SustainBrands

www.sustainablebrands.com

@KoAnn
6 Ways Brands Are Leading Change
1.
2.
3.
4.
5.
6.

Redefining Sustainability
Engaging Employees
Innovating Products, Services, and Business Models
Communicating Better
Enabling Change
Joining Multi-stakeholder Coalitions
@SustainBrands

www.sustainablebrands.com

@KoAnn
Redefining Sustainability
Beyond Green: Sustainable Brands are also about well-being and purpose…

Recommended reading: “Flourishing: A Frank Conversation About Sustainability” by
John Ehrenfeld
Engaging Employees
1% Increase in Employee Retention = $81 million increase in profit at SAP

•

Ridesharing app =
36k carpools, saved
400k driving miles, 88
tons of CO2, 2,200
networking days,
$3.1 million in
business value

•

Molson Coors saw a
10% increase in
employee engagement
with its “Our Beer Print”
program

•

£35 million saved, plus
56% energy, 52% water,
40% waste reduction
Designing It In
New Products or Services

•

TRESemmé Fresh Start
Dry Shampoos allow
consumers to clean their
hair without using water

•

Evolution in sustainable
product design with
strong sales profile

•

New service offering
leads to greater
insulation sales and
recycling
Designing it In
New Business Models

•

Collaborative/Sharing
Economy

•

Circular Economy –
fishing nets to carpeting

•

Product to Service
Innovation
Driving Awareness & Engagement
Leading by Example

•

Dell has proven its
commitment to
reducing waste
through constant
packaging innovation.

•

Kendall-Jackson installs
largest PV array of its
kind in the country, with
plans to expand to other
locations

•

Sainsbury’s goes
beyond just zero-waste
with two new “triple zero”
stores: zero emissions,
zero waste, and zero
water impact
Driving Awareness & Engagement
Education and Advocacy

•

MOM Brands campaign
to educate consumers
on the benefits of bag
packaging over bag-inbox packaging

•

Chipotle advocates for
natural, organic, local foods
and hopes to educate
consumers through a
game app

•

Care to Recycle
campaign to increase
consumer awareness of
the lack of recycling in
the bathroom
Driving Awareness & Engagement
Making it Fun, Sexy, or Cool

•

Fiat markets the 500 for •
its style and performance,
rather than its efficiency,
to make small cars sexy

Sony Electronics uses the
Practically Green
gamification tool to get
employees engaged and
excited about sustainability

•

Sunrise Belongs to Moderate
Drinkers campaign shows that
you can get more out of the
night by drinking responsibly
Enabling Change
Providing Feedback, Infrastructure, Support, and Incentives

•

BMW will offer i3 owners a
gas-powered loaner car for
longer trips, removing a
major barrier to adoption of
electric vehicles

•

Real time data to
support and encourage
healthier activity levels

•

Sprint leads the industry
in phone recycling
through internal
infrastructure and
customer incentives
Multi-stakeholder Collaboration
Brand Support of Multi-sector Collaboration to Shift Behavior at Scale

•

A coalition of industryleading brands sign up to
support carbon legislation.
Ad runs on jumbo screen in
Times Square

•

How2Recycle labels: Several
industry leaders have joined
together to improve general
consumer recycling
behavior

•

Celebrity musician Will.i.am
teams up with Coca-Cola,
Beats by Dre, and others to
promote products made of
recycled plastic
How Can Your Brand Be a Leader?

@SustainBrands

www.sustainablebrands.com

@KoAnn
Resources
Library Archive – To access this presentation (bit.ly)
LinkedIn - http://www.linkedin.com/groups/Sustainable-Brands-92408
Facebook – www.facebook.com/sustainablebrands
Twitter - @SustainBrands @KoAnn
www.sustainablebrands.com

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Six Brand Leadership Strategies Enabling a Flourishing Future

  • 1. 6 Brand Leadership Strategies Enabling a Flourishing Future KoAnn Vikoren Skrzyniarz, Founder/CEO, Sustainable Brands @SustainBrands www.sustainablebrands.com @KoAnn
  • 3. Goals for Today • Share 6 ways we see brands succeeding while leading the Way to a Flourishing Future • Listen / learn / discuss what you see from your perspective @SustainBrands www.sustainablebrands.com @KoAnn
  • 4. Quick Snapshot • Shifting the world to a sustainable economy by enabling brands to succeed that lead the way • Serving 750,000 business leaders through SustainableBrands.com • Enabling conversation on Facebook, Linked-in, Twitter, Google+, etc. • Convening the community face-to-face on four continents • Supporting a member network of 50+ global brands • Steadily growing 50%+/year since 2007 @SustainBrands www.sustainablebrands.com @KoAnn
  • 6. 6 Ways Brands Are Leading Change 1. 2. 3. 4. 5. 6. Redefining Sustainability Engaging Employees Innovating Products, Services, and Business Models Communicating Better Enabling Change Joining Multi-stakeholder Coalitions @SustainBrands www.sustainablebrands.com @KoAnn
  • 7. Redefining Sustainability Beyond Green: Sustainable Brands are also about well-being and purpose… Recommended reading: “Flourishing: A Frank Conversation About Sustainability” by John Ehrenfeld
  • 8. Engaging Employees 1% Increase in Employee Retention = $81 million increase in profit at SAP • Ridesharing app = 36k carpools, saved 400k driving miles, 88 tons of CO2, 2,200 networking days, $3.1 million in business value • Molson Coors saw a 10% increase in employee engagement with its “Our Beer Print” program • £35 million saved, plus 56% energy, 52% water, 40% waste reduction
  • 9. Designing It In New Products or Services • TRESemmé Fresh Start Dry Shampoos allow consumers to clean their hair without using water • Evolution in sustainable product design with strong sales profile • New service offering leads to greater insulation sales and recycling
  • 10. Designing it In New Business Models • Collaborative/Sharing Economy • Circular Economy – fishing nets to carpeting • Product to Service Innovation
  • 11. Driving Awareness & Engagement Leading by Example • Dell has proven its commitment to reducing waste through constant packaging innovation. • Kendall-Jackson installs largest PV array of its kind in the country, with plans to expand to other locations • Sainsbury’s goes beyond just zero-waste with two new “triple zero” stores: zero emissions, zero waste, and zero water impact
  • 12. Driving Awareness & Engagement Education and Advocacy • MOM Brands campaign to educate consumers on the benefits of bag packaging over bag-inbox packaging • Chipotle advocates for natural, organic, local foods and hopes to educate consumers through a game app • Care to Recycle campaign to increase consumer awareness of the lack of recycling in the bathroom
  • 13. Driving Awareness & Engagement Making it Fun, Sexy, or Cool • Fiat markets the 500 for • its style and performance, rather than its efficiency, to make small cars sexy Sony Electronics uses the Practically Green gamification tool to get employees engaged and excited about sustainability • Sunrise Belongs to Moderate Drinkers campaign shows that you can get more out of the night by drinking responsibly
  • 14. Enabling Change Providing Feedback, Infrastructure, Support, and Incentives • BMW will offer i3 owners a gas-powered loaner car for longer trips, removing a major barrier to adoption of electric vehicles • Real time data to support and encourage healthier activity levels • Sprint leads the industry in phone recycling through internal infrastructure and customer incentives
  • 15. Multi-stakeholder Collaboration Brand Support of Multi-sector Collaboration to Shift Behavior at Scale • A coalition of industryleading brands sign up to support carbon legislation. Ad runs on jumbo screen in Times Square • How2Recycle labels: Several industry leaders have joined together to improve general consumer recycling behavior • Celebrity musician Will.i.am teams up with Coca-Cola, Beats by Dre, and others to promote products made of recycled plastic
  • 16. How Can Your Brand Be a Leader? @SustainBrands www.sustainablebrands.com @KoAnn
  • 17. Resources Library Archive – To access this presentation (bit.ly) LinkedIn - http://www.linkedin.com/groups/Sustainable-Brands-92408 Facebook – www.facebook.com/sustainablebrands Twitter - @SustainBrands @KoAnn www.sustainablebrands.com