Sustainability plays an important role in innovative branding. Elements like relevance, differentiation, credibility, and strategic fit must be addressed when developing brand attributes. Companies like Tesla, TOMS, and Walmart have successfully incorporated sustainability into their brand identities. Organizations can leverage sustainability throughout their value chains in areas like procurement, operations, logistics, marketing, and services. Addressing consumer motivations and problems like quality, safety, and perception will be important for future brand innovation focused on sustainability.

2. Role of Sustainability in Innovative
Branding
Presented By:
MehvishAlam
Miron Mangalath

3. Sustainability is the process of creating and
maintaining an identity of a specific product,
service, or business that reflects special
added value in terms of economic,
environmental and social benefits.

4. • The most important elements to be
addressed while developing brand
attributes are:
– Relevance (SolarCity)
– Differentiation (Toyota Prius)
– Credibility (Ola Boats)
– Strategic Fit (Hero)
Role of
Sustainability in
Branding

5. TΞSLA

6. • Tesla
Ξ When we talk about sustainability, how can we miss Tesla?
Ξ What makes Tesla stand out?
• Brand Essence
• Innovative technology
• The Business Plan
Ξ What role does sustainability play?
• No EV in the market when the Roadster launched
• Disrupting industry

7. TOMS

8. • Improving people‟s lives through business
• A brand whose essence is giving
• What role does sustainability play?
– Social Inclusion
– Socially responsible behavior
– Differentiation
• Expansion in other activities

9. Leveraging
Sustainability in
ValueChain

10.  Socially and ethically responsible purchasing
 Minimizing environmental impact through the supply chain
 Promoting re-use and recycling
Procurement
Train suppliers on water conservation, provide technology and solar energy
Introduces “Closed Loop Recycle Plastic”
Processed 3.4 million pounds of recycled plastics from old electronics
Committed to put a total of 50 million pounds of sustainable materials
back in its products by 2020

11.  Clean Technology
 Minimizing Pollution
 Product Stewardship
Operations
“Design for green from the start” for all new construction projects worldwide
Solar-powered lighting in all production areas
High-efficiency water treatment system which recycles 100 percent of all
water used
A number of PepsiCo plants around the world are turning operational waste
into energy to power their facilities

12.  Enhance Livelihood
 Analyzing and quantifying freight greenhouse gas (GHG) emissions
 Improving packaging to allow carry more cargo in fewer trips
Outbound Logistics
Hindustan Lever has built alliances with telecom & banking companies to
increase the income of the Shakti family
To empower underprivileged rural women by training them in health and
hygiene and allowing them to undertake income-generation activities.
The women, known as Vanis (communicators), sell soap, shampoo and
other personal care products

13.  Change in Social Behavior
 Bring Social Awareness
Marketing & Sales
Aims to build the educational future of India „Brick – by – Brick‟ by
addressing the need for better educational infrastructure and building
Introduced P&G Shiksha program
Donates a part of profit to the education of young children
Evolved into a national consumer movement

14.  Offerings that satisfy customer needs and significantly improve the social and
environmental performance
 It addresses and fulfill both ecological and social issues
Services
SBI started providing Green Channel Counters
To change the traditional way of paper based banking in a limited way
It enhances Customer ease as there is no need to remember the 11 digit
account number or carry passbook
Introduction of Solar ATMs

15. Walmart Case
The company hires local individuals,
increased 401(k) (retirement)
savings, good employee health
care coverage
“Save Money. Live Better.”
Television commercials
highlighted the company’s
positive impact on
decreased energy costs
Walmart launched
environmentally
friendly initiatives such as
constructing new buildings from
recycled materials
Stores became cleaner, aisles less
cluttered, and merchandise
easier to reach
To accomplish three
goals:fill every trailer to
capacity; drive trailers the
fewest miles possible; and use the
most efficient equipment
Procurement
Operations
Outbound
Logistics
Marketing &
Sales
Services

16. • Only incremental changes
happening
• But what is the bigger problem?
• Quality
• Safety
Perception
• Desire
• Action
Consumer
Behaviour
• Financial
• Holistic
Motivation
Problems

17. • Why is change not happening fast enough? Wrong question.
Why does change happen at all?
– Motivation
– Strong Brands inspire people to act
• According to Maslow‟s hierarchy of needs, Psychological and
safety needs form the basis of the pyramid
– Firms need to satisfy the base first
– First satisfy functional benefits and then target emotional benefits
Problems

18. How can organizations incorporate sustainability in
brand innovation?
 Design holistically
 Create collaboratively
 Be playful
 Disrupt and delight
Future Ahead

19.  http://www.environmentalleader.com/2008/09/28/sustainability-and-its-
impact-on-brand-value/
 http://www.plasticsnews.com/article/20160620/NEWS/160629976/dell-
builds-its-focus-on-recycling-sustainability
 http://www.pepsico.com/Purpose/Environmental-Sustainability/GHG-
Emissions
 http://www.pepsico.com/Purpose/Environmental-Sustainability/Packaging-
and-Waste
 https://www.pg.com/en_IN/sustainability/social_responsibility/social-
responsibility-programs-in-india.shtml
 http://healthmarketinnovations.org/program/project-shakti
References