Designing Brands for Sustainability
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This document discusses how brands can move towards sustainability through strategic design. It argues that sustainability should be at the core of a brand's strategic decision-making and encompass short, medium, and long-term goals. The document also notes that sustainability is not about one-off activities, but requires leadership and a long-term commitment to reap rewards like consumer trust, new markets, and recognition.
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Designing Brands for Sustainability
- 1. Towards sustainability Designing brands for a better tommorrow Helen Hughes, Sustainability Strategist Design Day 2010, Norwegian Design Council , 17th March 2010
- 2. Creative entrepreneurs With an eye on the issues © Design Bridge 2
- 3. Towards sustainability Designing brands for a better tommorrow © Design Bridge 3
- 4. Environmental (planet) Social (people) Economic (profit) The key impacts It’s not about one thing or the other © Design Bridge 4
- 5. Our approach: a strategic decision It should be at the core © Design Bridge 5
- 6. Increasing costs Market forces Growing consumer concern New, complex challenges in the marketing brief 6
- 7. Our approach Strategic A roadmap encompassing short, medium and long-term goals © Design Bridge 7
- 8. Taking consumers on a journey: “The important thing here is being ahead of them.” Brand green:10 features for success’ Forum for the Future © Design Bridge 8
- 9. Our philosophy: pull not push Identifying tangible benefits © Design Bridge 9
- 10. A catalyst for breakthrough innovation rather than a barrier. Brand green:10 features for success’ Forum for the Future © Design Bridge 10
- 11. No-one said it was going to be easy Not about one-off activity © Design Bridge 11
- 12. But it can be rewarding Leadership opportunities © Design Bridge 12
- 13. Our approach: a strategic decision Evident throughout the brand © Design Bridge 13
- 14. No-one said it was going to be easy We’ve got to be in it for the long haul © Design Bridge 14
- 15. But it can be rewarding Consumer trust and new markets NGO and local community endorsement Earlier involvement in supply chain innovation programmes Recognition via trade awards © Design Bridge 15
- 16. Thank you Intellectual property Please note that the contents of this document are for demonstration, comparison & review and may not be reproduced in any way.