New brands without established heritage are increasingly attracting consumers who view them as "cleaner" alternatives to tired legacy brands. Known as "clean slate brands", they benefit from instant trust due to their simplicity, transparency, and alignment with modern values like environmental and social responsibility. Consumers also feel more engaged through participatory relationships and crowd-sourced input. Several examples are given of fast-growing clean slate brands in industries like consumer goods, transportation, finance, and non-profits.
Gretchen Goffe (Director of the Innovation Initiative @ Fisher College of Business) shares consumer trends and how to connect them to industries to create meaningfull innovations at Innovation CAMP 2013.
Hoy en día nos enfrentamos a importantes retos ambientales, sociales y culturales. La innovación y el diseño pueden ayudar, pero sólo si abrimos el proceso de diseño a todos. La co-creación pone las herramientas de innovación en manos de los destinatarios finales del diseño.
En esta conferencia se mapea las actividades de co-creación y las relaciones de los asistentes con estas y se abrirá un debate a partir de este ejercicio.
Do Good or Die is an attempt at understanding the paradigm shift in branding and marketing. The shift from making profits to doing good to people and society. This paper explores how Return on Investment is make way for Return on Involvement. How social media and social responsibility helps a brand become more acceptable to people and society. It explains how Sustainability will become the core of branding with increased globalization.
SB'12 - Karen Barnes - Shelton, Hernan Sanchaz - Havas Media Intelligence, Jo...Sustainable Brands
A global revolution is in full swing, and the Sustainable Brands Conference is where sustainability, brand and innovation leaders gather to learn, share and strategize to shape the future. SB'12 was the largest gathering to date, a kinetic convergence of innovators from more than 150 companies from around the world finding new ways to create monumental disruption in traditional models of commerce and consumption.
Against a backdrop of an increasingly complex and fragmented consumer culture, media overload, multiplying retail channels, and an increasing cynicism among consumers, marketers are rediscovering the power of simplicity in expressing their brand ideas. It simply makes sense.
Gretchen Goffe (Director of the Innovation Initiative @ Fisher College of Business) shares consumer trends and how to connect them to industries to create meaningfull innovations at Innovation CAMP 2013.
Hoy en día nos enfrentamos a importantes retos ambientales, sociales y culturales. La innovación y el diseño pueden ayudar, pero sólo si abrimos el proceso de diseño a todos. La co-creación pone las herramientas de innovación en manos de los destinatarios finales del diseño.
En esta conferencia se mapea las actividades de co-creación y las relaciones de los asistentes con estas y se abrirá un debate a partir de este ejercicio.
Do Good or Die is an attempt at understanding the paradigm shift in branding and marketing. The shift from making profits to doing good to people and society. This paper explores how Return on Investment is make way for Return on Involvement. How social media and social responsibility helps a brand become more acceptable to people and society. It explains how Sustainability will become the core of branding with increased globalization.
SB'12 - Karen Barnes - Shelton, Hernan Sanchaz - Havas Media Intelligence, Jo...Sustainable Brands
A global revolution is in full swing, and the Sustainable Brands Conference is where sustainability, brand and innovation leaders gather to learn, share and strategize to shape the future. SB'12 was the largest gathering to date, a kinetic convergence of innovators from more than 150 companies from around the world finding new ways to create monumental disruption in traditional models of commerce and consumption.
Against a backdrop of an increasingly complex and fragmented consumer culture, media overload, multiplying retail channels, and an increasing cynicism among consumers, marketers are rediscovering the power of simplicity in expressing their brand ideas. It simply makes sense.
The Friendship Model: How to build brand advocacy in a consumer-driven world.Brandon Murphy
The Friendship Model: How to build advocacy in a consumer-driven world. This presentation is an orientation for the philosophy and practical approach that changed an advertising agency to an advocacy agency.
Today, virtually every major brand includes social as a core part of their marketing mix, and most realize that counts of Likes and Followers are no longer an adequate metric for brand performance in social. Seeing this growing need for better brand insights, we set upon a journey to harness the massive amount of social activity between brands and their constituents.
Big data.
Instalación configuración de wamp server con los servicios de apache, php y mysql.
Crear una base de datos y usuarios en mysql usando para ello la herramienta myadmin.
Instalación y configuración de joomla 3X.
Instalación de lenguajes, plantillas, plugins y módulos en joomla.
Administrar y gestionar los componentes y contenidos en joomla.
Mit über 10 Jahren Erfahrung vermarkten wir aktuell in unserem Hochschulnetzwerk die Online-Werbung auf den offiziellen Webseiten von 58 Universitäten, Fachhochschulen und Studentenwerken in Deutschland. Zusätzlich stehen 46 ausgewählte Studentenportale zur Verfügung, über die Sie die junge Zielgruppe mit Sonderwerbeformen im Community-Umfeld erreichen. Unser Portfolio wird durch 39 studentenaffine Webseiten aus Österreich und der Schweiz abgerundet. Als Spezialist für die Zielgruppe Studenten und Akademiker sind wir Ihr Partner in D-A-CH für Ihr Hochschulmarketing sowie Ihre Hochschulwerbung.
Die offiziellen Hochschulwebseiten bieten ein seriöses und redaktionell hochwertiges Werbeumfeld. Monatlich besuchen über 95 % der Studenten und Absolventen die Webseite ihrer Hochschule, auf der sie studienrelevante Informationen, News, das Vorlesungsverzeichnis, Prüfungsergebnisse und Ihre Werbung finden. Unser Online-Netzwerk deutscher Hochschulen ist durch den formellen Charakter ein Premiumumfeld für Produktmarketing und Dienstleistungsmarketing. Ihre Werbeinhalte werden exklusiv und aufmerksamkeitsstark positioniert.
Bei der Planung Ihrer Personalwerbung berücksichtigen wir selbstverständlich Ihre Zielhochschulen, so dass Sie ohne Streuverluste Ihre zukünftigen Arbeitnehmer ansprechen. Gemessen an der Zahl der exklusiven Vereinbarungen mit deutschen Hochschulen sind wir nationaler Marktführer in diesem Bereich der Online-Werbung. Nutzen Sie unsere Stärke einer exakten Platzierung Ihres Employer-Branding, Personalmarketing sowie Ihrer Stellenanzeigen.
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Beneficios de la spirulina y astaxanthinJhomson Bio
La SPIRULINA es una diminuta microalga de color verdiazul, que no tiene núcleo y sus membranas celulares son suaves y sin la dura celulosa que tiene otras algas y vegetales.
Su nombre se debe a su forma de espiral o espiralada. La SPIRULINA es el alimento más poderoso que conoce la humanidad y que es un concentrado nutritivo completo y de muy fácil asimilación.
Astaxanthin es un carotenoide rojo, extraído de una micro-alga llamada hematococcus pluvialis, y es uno de los antioxidantes más potentes descubiertos hasta ahora, siendo 500 veces más potente que la Vitamina E y 10 veces más potente que el ß-caroteno. Gracias a su estructura química con extremos liposolubles, se absorbe al 100% en las membranas celulares, atravesando inclusive la barrera hematoencefálica del cerebro, cualidad que no tiene ningún otro carotenoide antioxidante. La capacidad del Astaxanthin de neutralizar los radicales libres de oxígeno es superior a todos los demás antioxidantes incluyendo la vitamina C, vitamina E, Betacaroteno, vitamina A y todos los transretinal (Bagchi 2001). La astaxantina es un buscador de radicales libres que interfiere con la producción y desarrollo de las células cancerosas, y juega un papel importante en el desarrollo del sistema inmunológico.
The Friendship Model: How to build brand advocacy in a consumer-driven world.Brandon Murphy
The Friendship Model: How to build advocacy in a consumer-driven world. This presentation is an orientation for the philosophy and practical approach that changed an advertising agency to an advocacy agency.
Today, virtually every major brand includes social as a core part of their marketing mix, and most realize that counts of Likes and Followers are no longer an adequate metric for brand performance in social. Seeing this growing need for better brand insights, we set upon a journey to harness the massive amount of social activity between brands and their constituents.
Big data.
Instalación configuración de wamp server con los servicios de apache, php y mysql.
Crear una base de datos y usuarios en mysql usando para ello la herramienta myadmin.
Instalación y configuración de joomla 3X.
Instalación de lenguajes, plantillas, plugins y módulos en joomla.
Administrar y gestionar los componentes y contenidos en joomla.
Mit über 10 Jahren Erfahrung vermarkten wir aktuell in unserem Hochschulnetzwerk die Online-Werbung auf den offiziellen Webseiten von 58 Universitäten, Fachhochschulen und Studentenwerken in Deutschland. Zusätzlich stehen 46 ausgewählte Studentenportale zur Verfügung, über die Sie die junge Zielgruppe mit Sonderwerbeformen im Community-Umfeld erreichen. Unser Portfolio wird durch 39 studentenaffine Webseiten aus Österreich und der Schweiz abgerundet. Als Spezialist für die Zielgruppe Studenten und Akademiker sind wir Ihr Partner in D-A-CH für Ihr Hochschulmarketing sowie Ihre Hochschulwerbung.
Die offiziellen Hochschulwebseiten bieten ein seriöses und redaktionell hochwertiges Werbeumfeld. Monatlich besuchen über 95 % der Studenten und Absolventen die Webseite ihrer Hochschule, auf der sie studienrelevante Informationen, News, das Vorlesungsverzeichnis, Prüfungsergebnisse und Ihre Werbung finden. Unser Online-Netzwerk deutscher Hochschulen ist durch den formellen Charakter ein Premiumumfeld für Produktmarketing und Dienstleistungsmarketing. Ihre Werbeinhalte werden exklusiv und aufmerksamkeitsstark positioniert.
Bei der Planung Ihrer Personalwerbung berücksichtigen wir selbstverständlich Ihre Zielhochschulen, so dass Sie ohne Streuverluste Ihre zukünftigen Arbeitnehmer ansprechen. Gemessen an der Zahl der exklusiven Vereinbarungen mit deutschen Hochschulen sind wir nationaler Marktführer in diesem Bereich der Online-Werbung. Nutzen Sie unsere Stärke einer exakten Platzierung Ihres Employer-Branding, Personalmarketing sowie Ihrer Stellenanzeigen.
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Netgear.com customer service
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Beneficios de la spirulina y astaxanthinJhomson Bio
La SPIRULINA es una diminuta microalga de color verdiazul, que no tiene núcleo y sus membranas celulares son suaves y sin la dura celulosa que tiene otras algas y vegetales.
Su nombre se debe a su forma de espiral o espiralada. La SPIRULINA es el alimento más poderoso que conoce la humanidad y que es un concentrado nutritivo completo y de muy fácil asimilación.
Astaxanthin es un carotenoide rojo, extraído de una micro-alga llamada hematococcus pluvialis, y es uno de los antioxidantes más potentes descubiertos hasta ahora, siendo 500 veces más potente que la Vitamina E y 10 veces más potente que el ß-caroteno. Gracias a su estructura química con extremos liposolubles, se absorbe al 100% en las membranas celulares, atravesando inclusive la barrera hematoencefálica del cerebro, cualidad que no tiene ningún otro carotenoide antioxidante. La capacidad del Astaxanthin de neutralizar los radicales libres de oxígeno es superior a todos los demás antioxidantes incluyendo la vitamina C, vitamina E, Betacaroteno, vitamina A y todos los transretinal (Bagchi 2001). La astaxantina es un buscador de radicales libres que interfiere con la producción y desarrollo de las células cancerosas, y juega un papel importante en el desarrollo del sistema inmunológico.
What can retailers learn from 2010's holiday email marketing promotions? That question other email marketing questions were answered during this informal discussion between Silverpop's Loren McDonald and email marketers from King Arthur Flour and Cuddledown.
Attendees took away the following:
- Key 2010 holiday email trends;
- Some holiday email best practices (and practices to avoid);
- Ideas for improvement in 2011
How agencies must adapt to survive. I propose a new model for developing communications which gives fans of the category and your brand an active role in the development of the brand and its communications.
This white paper examines the role of the voice of the customer in achieving successful product or service innovation.
Customers are always talking about your products or services, but who knows what they are saying? If you’re like most organizations, only a select group of people have access to the voice of the customer. But would people view their jobs differently or approach them differently if they had access to the voice of the customer?
Trends Influencing Traditional Approaches to MarketingInitiative
It's chaotic out there. Slow down and breathe.
It's time to rethink traditional approaches to marketing.
Our inaugural issue provides a brief overview of some of the different trends that are influencing how marketers connect with their audience.
In an age of radical transparency, consumers can see right inside your business as never before. The consequence? Your internal culture is fast becoming a crucial part of the way consumers feel about you. In other words: your internal culture is becoming a part of your brand.
Inside the Glass Box Brands report you can explore what's driving this trend, what it means for your business, and, crucially, how you can turn the emergence of this trend into an epic opportunity in 2018!
Download the full report here: https://hubs.ly/H08P7vY0
South & Central America Trend Briefing - CRISIS SOLUTIONSTrendWatching
June 2016 South & Central America Trend Briefing:
With citizens across the region facing one crisis after another, it’s time for brands to roll up their sleeves and help!
The Future of BETTERMENT - Health, Fitness & Wellbeing Trends for 2016 and be...TrendWatching
6 trends showing how brands are helping consumers achieve self-actualization by helping to boost their physical and mental wellbeing with all kinds of new innovations.
In 2016, consumers will embrace brands and startups that build, partner with or become a PEER ARMY: that's a network of connected peers who do something new for customers (and earn the rewards that follow!)
Trend-Driven Innovation: book launch webinarTrendWatching
Our brand new book, Trend-Driven Innovation (Wiley), shares the secrets behind our end-to-end trend methodology.
Exploring a wide range of examples, and drawing powerful insights from the way leading brands and disruptive startups from Apple to Uber, Chipotle to Patagonia redefine customer expectations, this highly visual and intensely practical new book will reconfigure your view of the business world and act as a step-by- step manual to help readers build organisations that matter, products customers love and campaigns people can’t stop talking about.
More at www.trenddriveninnovation.com
THE MOST EXPECTATION-RAISING INNOVATIONS OF 2015TrendWatching
AUGUST 2015 TREND BRIEFING
THE MOST EXPECTATION-RAISING INNOVATIONS OF 2015
These 15 innovations will set the customer expectations coming YOUR way soon!
TrendWatching
May 2015 South & Central America Trend Bulletin
TRANSPARENCY TRIUMPH
Why Latin American consumers
are demanding honesty – and leaving no hiding place for brands!
TrendWatching
Maio de 2015 Boletim de Tendências para as Américas do Sul & Central
TRANSPARENCY TRIUMPH
Por que os latinos estão exigindo honestidade - sem deixar nenhum esconderijo para as marcas!
TrendWatching
June 2015 Trend Bulletin de América del Sur y Central
TRANSPARENCY TRIUMPH
Los consumidores se entregarán a las marcas que sean abiertas, honestas y participativas.
Memorandum Of Association Constitution of Company.pptseri bangash
www.seribangash.com
A Memorandum of Association (MOA) is a legal document that outlines the fundamental principles and objectives upon which a company operates. It serves as the company's charter or constitution and defines the scope of its activities. Here's a detailed note on the MOA:
Contents of Memorandum of Association:
Name Clause: This clause states the name of the company, which should end with words like "Limited" or "Ltd." for a public limited company and "Private Limited" or "Pvt. Ltd." for a private limited company.
https://seribangash.com/article-of-association-is-legal-doc-of-company/
Registered Office Clause: It specifies the location where the company's registered office is situated. This office is where all official communications and notices are sent.
Objective Clause: This clause delineates the main objectives for which the company is formed. It's important to define these objectives clearly, as the company cannot undertake activities beyond those mentioned in this clause.
www.seribangash.com
Liability Clause: It outlines the extent of liability of the company's members. In the case of companies limited by shares, the liability of members is limited to the amount unpaid on their shares. For companies limited by guarantee, members' liability is limited to the amount they undertake to contribute if the company is wound up.
https://seribangash.com/promotors-is-person-conceived-formation-company/
Capital Clause: This clause specifies the authorized capital of the company, i.e., the maximum amount of share capital the company is authorized to issue. It also mentions the division of this capital into shares and their respective nominal value.
Association Clause: It simply states that the subscribers wish to form a company and agree to become members of it, in accordance with the terms of the MOA.
Importance of Memorandum of Association:
Legal Requirement: The MOA is a legal requirement for the formation of a company. It must be filed with the Registrar of Companies during the incorporation process.
Constitutional Document: It serves as the company's constitutional document, defining its scope, powers, and limitations.
Protection of Members: It protects the interests of the company's members by clearly defining the objectives and limiting their liability.
External Communication: It provides clarity to external parties, such as investors, creditors, and regulatory authorities, regarding the company's objectives and powers.
https://seribangash.com/difference-public-and-private-company-law/
Binding Authority: The company and its members are bound by the provisions of the MOA. Any action taken beyond its scope may be considered ultra vires (beyond the powers) of the company and therefore void.
Amendment of MOA:
While the MOA lays down the company's fundamental principles, it is not entirely immutable. It can be amended, but only under specific circumstances and in compliance with legal procedures. Amendments typically require shareholder
"𝑩𝑬𝑮𝑼𝑵 𝑾𝑰𝑻𝑯 𝑻𝑱 𝑰𝑺 𝑯𝑨𝑳𝑭 𝑫𝑶𝑵𝑬"
𝐓𝐉 𝐂𝐨𝐦𝐬 (𝐓𝐉 𝐂𝐨𝐦𝐦𝐮𝐧𝐢𝐜𝐚𝐭𝐢𝐨𝐧𝐬) is a professional event agency that includes experts in the event-organizing market in Vietnam, Korea, and ASEAN countries. We provide unlimited types of events from Music concerts, Fan meetings, and Culture festivals to Corporate events, Internal company events, Golf tournaments, MICE events, and Exhibitions.
𝐓𝐉 𝐂𝐨𝐦𝐬 provides unlimited package services including such as Event organizing, Event planning, Event production, Manpower, PR marketing, Design 2D/3D, VIP protocols, Interpreter agency, etc.
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➢CHILDREN ART EXHIBITION 2024: BEYOND BARRIERS
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➢ Korean Vietnam Partnership - Fair with LG
➢ Korean President visits Samsung Electronics R&D Center
➢ Vietnam Food Expo with Lotte Wellfood
"𝐄𝐯𝐞𝐫𝐲 𝐞𝐯𝐞𝐧𝐭 𝐢𝐬 𝐚 𝐬𝐭𝐨𝐫𝐲, 𝐚 𝐬𝐩𝐞𝐜𝐢𝐚𝐥 𝐣𝐨𝐮𝐫𝐧𝐞𝐲. 𝐖𝐞 𝐚𝐥𝐰𝐚𝐲𝐬 𝐛𝐞𝐥𝐢𝐞𝐯𝐞 𝐭𝐡𝐚𝐭 𝐬𝐡𝐨𝐫𝐭𝐥𝐲 𝐲𝐨𝐮 𝐰𝐢𝐥𝐥 𝐛𝐞 𝐚 𝐩𝐚𝐫𝐭 𝐨𝐟 𝐨𝐮𝐫 𝐬𝐭𝐨𝐫𝐢𝐞𝐬."
Tata Group Dials Taiwan for Its Chipmaking Ambition in Gujarat’s DholeraAvirahi City Dholera
The Tata Group, a titan of Indian industry, is making waves with its advanced talks with Taiwanese chipmakers Powerchip Semiconductor Manufacturing Corporation (PSMC) and UMC Group. The goal? Establishing a cutting-edge semiconductor fabrication unit (fab) in Dholera, Gujarat. This isn’t just any project; it’s a potential game changer for India’s chipmaking aspirations and a boon for investors seeking promising residential projects in dholera sir.
Visit : https://www.avirahi.com/blog/tata-group-dials-taiwan-for-its-chipmaking-ambition-in-gujarats-dholera/
Falcon stands out as a top-tier P2P Invoice Discounting platform in India, bridging esteemed blue-chip companies and eager investors. Our goal is to transform the investment landscape in India by establishing a comprehensive destination for borrowers and investors with diverse profiles and needs, all while minimizing risk. What sets Falcon apart is the elimination of intermediaries such as commercial banks and depository institutions, allowing investors to enjoy higher yields.
Skye Residences | Extended Stay Residences Near Toronto Airportmarketingjdass
Experience unparalleled EXTENDED STAY and comfort at Skye Residences located just minutes from Toronto Airport. Discover sophisticated accommodations tailored for discerning travelers.
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Premium MEAN Stack Development Solutions for Modern BusinessesSynapseIndia
Stay ahead of the curve with our premium MEAN Stack Development Solutions. Our expert developers utilize MongoDB, Express.js, AngularJS, and Node.js to create modern and responsive web applications. Trust us for cutting-edge solutions that drive your business growth and success.
Know more: https://www.synapseindia.com/technology/mean-stack-development-company.html
Affordable Stationery Printing Services in Jaipur | Navpack n PrintNavpack & Print
Looking for professional printing services in Jaipur? Navpack n Print offers high-quality and affordable stationery printing for all your business needs. Stand out with custom stationery designs and fast turnaround times. Contact us today for a quote!
VAT Registration Outlined In UAE: Benefits and Requirementsuae taxgpt
Vat Registration is a legal obligation for businesses meeting the threshold requirement, helping companies avoid fines and ramifications. Contact now!
https://viralsocialtrends.com/vat-registration-outlined-in-uae/
Digital Transformation and IT Strategy Toolkit and TemplatesAurelien Domont, MBA
This Digital Transformation and IT Strategy Toolkit was created by ex-McKinsey, Deloitte and BCG Management Consultants, after more than 5,000 hours of work. It is considered the world's best & most comprehensive Digital Transformation and IT Strategy Toolkit. It includes all the Frameworks, Best Practices & Templates required to successfully undertake the Digital Transformation of your organization and define a robust IT Strategy.
Editable Toolkit to help you reuse our content: 700 Powerpoint slides | 35 Excel sheets | 84 minutes of Video training
This PowerPoint presentation is only a small preview of our Toolkits. For more details, visit www.domontconsulting.com
[Note: This is a partial preview. To download this presentation, visit:
https://www.oeconsulting.com.sg/training-presentations]
Sustainability has become an increasingly critical topic as the world recognizes the need to protect our planet and its resources for future generations. Sustainability means meeting our current needs without compromising the ability of future generations to meet theirs. It involves long-term planning and consideration of the consequences of our actions. The goal is to create strategies that ensure the long-term viability of People, Planet, and Profit.
Leading companies such as Nike, Toyota, and Siemens are prioritizing sustainable innovation in their business models, setting an example for others to follow. In this Sustainability training presentation, you will learn key concepts, principles, and practices of sustainability applicable across industries. This training aims to create awareness and educate employees, senior executives, consultants, and other key stakeholders, including investors, policymakers, and supply chain partners, on the importance and implementation of sustainability.
LEARNING OBJECTIVES
1. Develop a comprehensive understanding of the fundamental principles and concepts that form the foundation of sustainability within corporate environments.
2. Explore the sustainability implementation model, focusing on effective measures and reporting strategies to track and communicate sustainability efforts.
3. Identify and define best practices and critical success factors essential for achieving sustainability goals within organizations.
CONTENTS
1. Introduction and Key Concepts of Sustainability
2. Principles and Practices of Sustainability
3. Measures and Reporting in Sustainability
4. Sustainability Implementation & Best Practices
To download the complete presentation, visit: https://www.oeconsulting.com.sg/training-presentations
RMD24 | Retail media: hoe zet je dit in als je geen AH of Unilever bent? Heid...BBPMedia1
Grote partijen zijn al een tijdje onderweg met retail media. Ondertussen worden in dit domein ook de kansen zichtbaar voor andere spelers in de markt. Maar met die kansen ontstaan ook vragen: Zelf retail media worden of erop adverteren? In welke fase van de funnel past het en hoe integreer je het in een mediaplan? Wat is nu precies het verschil met marketplaces en Programmatic ads? In dit half uur beslechten we de dilemma's en krijg je antwoorden op wanneer het voor jou tijd is om de volgende stap te zetten.
The world of search engine optimization (SEO) is buzzing with discussions after Google confirmed that around 2,500 leaked internal documents related to its Search feature are indeed authentic. The revelation has sparked significant concerns within the SEO community. The leaked documents were initially reported by SEO experts Rand Fishkin and Mike King, igniting widespread analysis and discourse. For More Info:- https://news.arihantwebtech.com/search-disrupted-googles-leaked-documents-rock-the-seo-world/
RMD24 | Debunking the non-endemic revenue myth Marvin Vacquier Droop | First ...BBPMedia1
Marvin neemt je in deze presentatie mee in de voordelen van non-endemic advertising op retail media netwerken. Hij brengt ook de uitdagingen in beeld die de markt op dit moment heeft op het gebied van retail media voor niet-leveranciers.
Retail media wordt gezien als het nieuwe advertising-medium en ook mediabureaus richten massaal retail media-afdelingen op. Merken die niet in de betreffende winkel liggen staan ook nog niet in de rij om op de retail media netwerken te adverteren. Marvin belicht de uitdagingen die er zijn om echt aansluiting te vinden op die markt van non-endemic advertising.
RMD24 | Debunking the non-endemic revenue myth Marvin Vacquier Droop | First ...
trendwatching.com’s CLEAN SLATE BRANDS
1. trendwatching.com’s free monthly Trend Briefing April 2013
CLEAN SLATE BRANDS
Heritage is the new baggage ;-)
trendwatching.com/trends/cleanslatebrands
w w w. t r e n d w a t c h i n g . c o m CLEAN SLATE BRANDS 1
2. Definition
There’s a profound shift in power taking place in the business
arena. With a whole new breed of exceptional new brands Newer, better, faster, cleaner, more open
living by the rules of Business 3.0, consumers are now
and responsive; consumers are rushing
attracted to unproven and unknown brands the way they
to CLEAN SLATE BRANDS and are now
were attracted to established brands in the past. In fact,
‘established’ is now often just another word for tired if not actually lavishing love, attention and
tainted. The future belongs to CLEAN SLATE BRANDS. trust on brands without heritage and
history.
w w w. t r e n d w a t c h i n g . c o m CLEAN SLATE BRANDS 2
3. Driving this trend:
Why for consumers, ‘new’ now truly means ‘better’
1. LUST FOR THE NEW As we highlighted in NEWISM, the consumer arena has never been more fixated
on the ‘new’. Thanks to the democratization and globalization of innovation (not
to mention the celebration of entrepreneurship), brands and individuals from all
corners of the world are now working around the clock to dream up and launch
endless new products and services, that are truly better and more exciting
than current offerings (lower barriers to entry has gone from buzzword to reality,
especially online).
And to underscore the ‘for and by’ element of the democratization of innovation,
new players are by default more nimble and laser-focused on what consumers
want now (as opposed to yesterday) than the bigger legacy-laden brands they
compete with.
So from being something that was pushed to consumers by businesses (‘new and
improved’), the ‘new’ is now subject to an increasingly strong pull from consumers.
Excited by positive experiences of a ‘new’ that is genuinely ‘better’, consumers are
hungry for more.
w w w. t r e n d w a t c h i n g . c o m CLEAN SLATE BRANDS 3
4. Driving this trend:
Why consumers are immediately comfortable, even prefer,
2. INSTANT TRUST turning to CLEAN SLATE BRANDS
The whole concept of ‘brands’ rests on the idea that consumers need
recognizable, trusted symbols, honed over many years, to help them navigate the
wealth of available choices. However this idea is being swept aside in a business
arena* now characterized by INSTANT TRUST.
* This trend is most relevant in mature economies, where trust in big business
has never been lower: only 28% trust big business in the UK, 30% in Japan, 32%
in Australia, 33% in the US and 34% in Canada. In emerging markets however,
consumers’ trust levels are much higher: 83% in China, 72% in Turkey, 65% in
Brazil and India (Havas, January 2013). The question is: will big business maintain
this trust?
w w w. t r e n d w a t c h i n g . c o m CLEAN SLATE BRANDS 4
5. INSTANT TRUST - Four forces are making consumers immediately comfortable with (and even prefer) turning to CLEAN SLATE BRANDS:
IMMEDIATELY KNOWN BORN CLEAN
Now that experiences are increasingly shared, CLEAN SLATE BRANDS better reflect the
and even the newest of the new is instantly zeitgeist. The fact that they are (by definition)
reviewed and rated, consumers have THE newly established, means that they often
F-FACTOR, and feel more confident in being have ‘new’ business values – such as higher
earlier and earlier adopters. environmental, ethical and social standards –
deeply baked into their business models and
The average age of brands in
practices. Just witness how the values of local,
92% trust recommendations from friends and family above all other forms of Millward Brown’s BrandZ Top 100
advertising, up 18% since 2007. Online consumer reviews are the second most storied, sustainable, progressive new businesses Global Brands Report has fallen
trusted source of brand information with a 70% trust rating, up 15% since 2008. have been consistently appropriated by big consistently, from 84 in 2006 to 68 in
Television ads were trusted by only 47%, down 24% since 2009. - (Nielsen, April 2012) businesses, as they stumble to catch up here. 2012. - (Millward Brown, May 2012)
SIMPLE TRUTH FUTURE FAITH
CLEAN SLATE BRANDS’ simple, lean Business practices are now totally transparent
operations (everything from fair labor (and if not, merely waiting to be exposed).
practices, transparent supply chains and CLEAN SLATE BRANDS know this. Consumers
clean design) are easily understandable – know that CLEAN SLATE BRANDS know this.
and therefore trusted – by consumers. And Which explains why, on top of the fact that
Brands that simplify customer decision-
with scandal after scandal (from financial CLEAN SLATE BRANDS, almost by definition,
making are 115% more likely to be 64% of global consumers think most
products to horsemeat) being blamed on recommended. cannot have sinned yet (they’ve just started, after companies are trying to be responsible
excess ‘complexity’, who can blame them? (Corporate Executive Board, May 2012) all), consumers trust them to act correctly in the only to improve their image. -
future too. (Havas Media, 2011)
Or, to put it another way, many ‘old’ brands were set up in the era of industrial capitalism, when secrecy was a source of competitive advantage and shareholders
encouraged pursuit of profit at any cost. Now the world has changed, but even older brands that want to reposition themselves have a hard time wrestling with internal
fiefdoms, convoluted legacy systems and opaque supply chains (something that many big company readers of our Trend Briefings might have first hand experience of ;-).
w w w. t r e n d w a t c h i n g . c o m CLEAN SLATE BRANDS 5
6. Driving this trend:
Why using or buying from CLEAN SLATE BRANDS feels
3. OPEN OPERATION more meaningful
CLEAN SLATE BRANDS are natives in a land where communication with brands
is two-way, participatory and less reverential, and as such can connect with
consumers in a way that older brands often struggle to.
Whether it’s through offering financial support, by helping to shape a brand’s
operations, or even by contributing to the product itself (see the Lockitron, Coffee
Joulies and Waze examples below), customers of CLEAN SLATE BRANDS often
feel more in control – a basic human desire – and that they have a meaningful
relationship with the brand*.
* Yes, we too hate the idea that all consumers want to ‘have a relationship’ with
any brand they buy from ;-) There are many purchases that are, and will remain,
purely functional. But even in traditionally ‘low involvement’ categories such as
domestic care, CLEAN SLATE BRANDS with strong stories and identities can
thrive. Witness for example how Method’s design-led, eco-friendly products
succeeded against P&G’s and Unilever’s.
w w w. t r e n d w a t c h i n g . c o m CLEAN SLATE BRANDS 6
7. Examples of CLEAN SLATE BRANDS that are making waves »
Consumers have always been attracted to local, authentic food and beverage brands. Here are just a couple of recent innovative examples:
Coffee Joulies: US-based
company lets consumers Wewi: Brazil’s first ever
decide whether to move organic soda is made with
manufacturing to China Amazonian guarana
In December 2012, the creators of Coffee Joulies Launched in September 2012, Wewi is the first
(a product which keeps hot beverages hotter for ever organic soda to be produced in Brazil.
longer) asked customers to vote to determine The low calorie soft drink is made from 100%
whether or not the brand should move production organic Amazonian guarana, organic sugar and
from an American factory to a less costly Chinese carbonated water, and is free of artificial flavorings
one. Consumers could help decide on the location and preservatives.
of manufacturing by making a purchase using
either a USA or China coupon code. To reflect the
lower costs of Chinese manufacturing, the discount
using the China coupon was USD 10, while the one
for the USA was only USD 5.
w w w. t r e n d w a t c h i n g . c o m CLEAN SLATE BRANDS 7
8. Transport is just one industry seeing the emergence of CLEAN SLATE BRANDS:
Waze: Crowd-sourced
navigation app grows from
W Motors: Luxury sports car 10 million to 36 million users
developed in the Middle East during 2012
No, CLEAN SLATE BRANDS won’t always be cleaner For an example of how consumers will often offer
or more progressive (unfortunately). In January 2013, more information to CLEAN SLATE BRANDS, look no
Beirut-based W Motors unveiled the HyperSport at further than Israel-based Waze, a smartphone traffic
the Qatar Motor Show. With a 750 horsepower engine, & navigation app that works by users disclosing their
the HyperSport is capable of a top speed of 240mph, personal information to form community edited maps.
and is priced at USD 3.4 million. The brand (which is Far from causing an outcry from users, in 2012 Waze
the first luxury sports car brand from the Arab region), grew its user base from 10 million to 36 million. One
planned to produce only seven units of the ‘hypercar’, reason is that this sharing contributes to a better
however over 100 orders were received in the week product: maps are constantly updated and incorporate
after the car was launched. A signal that ultra-wealthy ‘real time’ changes through user data. Waze also has a
consumers will spend serious money on a CLEAN social aspect, with users able to sync with other drivers
SLATE BRAND with no history or heritage, even if that to share information on traffic issues and gas prices.
involves delivering a resounding ‘fuck you’ to any eco-
concerns :-(
w w w. t r e n d w a t c h i n g . c o m CLEAN SLATE BRANDS 8
9. Convenience-loving consumers are embracing products and services that make their domestic lives easier, even trusting the security of their
homes to CLEAN SLATE BRANDS:
SmartThings: Control of
Lockitron: Home security via objects around the home via
smartphone app mobile app
Lockitron is a device and app that allows users to In September 2012, SmartThings raised over USD
lock, unlock and share access to their front door 1.2 million on Kickstarter. SmartThings allows users
remotely through their mobile phone. Initially rejected to connect physical objects to the internet, enabling
by Kickstarter, Lockitron formed its own crowdfunding them to monitor and control doors, televisions, air
campaign to raise funds through pre-orders. The initial conditioning, lights, heaters and more remotely via a
goal of USD 150,000 was hit within 24 hours, and five smartphone app, and to receive notifications when
days after launching the company had raised USD people or pets enter or leave their home. SmartThings
1.5 million, with reservations exceeding 1,000% of the retail kits start at USD 299.
original target.
w w w. t r e n d w a t c h i n g . c o m CLEAN SLATE BRANDS 9
10. CLEAN SLATE BRANDS are disrupting the personal finance industry, persuading consumers to hand over their financial data (if not actual cash)
to services that promise more than incumbents:
Simple: Digital banking start- TransferWise: Crowd-sourced
up focused on customer service currency exchange undercuts
builds a waiting list of over 125,000 banks
Simple offers its users simplified and accessible UK-based TransferWise is a service that connects
banking through online and mobile apps. Despite consumers seeking to exchange GBP and EUR
not having the heritage and physical presence (and since November 2012 USD), and avoid
of a traditional bank, Simple launched its first full bank service fees, high commissions and/ or poor
release in July 2012, working through the 125,000 rates. Currencies are exchanged according to the
customer waiting list that it had built since its common mid-market rate as reported by worldwide
launch was announced in 2010. currency markets, rather than traditional retail bank
rates, which are usually much worse. Since the
company launched in January 2011, users have
exchanged over EUR 10 million and saved more
than EUR 500,000 in the process.
w w w. t r e n d w a t c h i n g . c o m CLEAN SLATE BRANDS 10
11. In the tech world, the dizzying pace of change means that one moment’s CLEAN SLATE BRAND can quickly be overtaken by the next:
2go: South African mobile Snapchat: Temporary photo
messenger service beating sharing app sees explosive
Facebook in Nigeria growth
South African social messenging app 2go saw Snapchat is an app that enables users to share
continued strong user growth in 2012. Indeed images that can only be viewed by the recipient
in Nigeria, the service is pushing out Facebook for a few seconds before they ‘self-destruct’. The
(with over 10 million users, while Facebook has developers announced in October 2012 that the
5 million). The number of Facebook users in service was processing 20 million images a day,
Nigeria was reported to have dropped by over by December this had risen to 50 million per day;
300,000 between November 2012 and January in contrast to the limited success achieved by
2013, while 2go claimed to be adding 50,000 new Facebook’s similar ‘Poke’ application.
registrations a day.
w w w. t r e n d w a t c h i n g . c o m CLEAN SLATE BRANDS 11
12. Even in health, where consumers might be expected to be extra mindful about dealing with CLEAN SLATE BRANDS, upstarts are making waves:
23andMe: Personal genetics
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w w w. t r e n d w a t c h i n g . c o m CLEAN SLATE BRANDS 12
13. Non-profits and social businesses are not exempt from the CLEAN SLATE BRAND phenomenon. Just one example:
Who Gives A Crap: Toilet
paper brand donates profits
to help build toilets in the
developing world
“CLEAN SLATE BRANDS
often have ‘new’ business
values - such as higher
environmental, ethical and
social standards - deeply
baked into their business
models and practices.”
Who Gives a Crap is a brand of toilet paper from
Australia which donates 50% of its profits to help
build toilets in the developing world. The brand
reached its target on crowdfunding site Indiegogo
in August 2012, raising USD 50,000 in 50 hours.
A 24 pack of rolls is priced at USD 20. Proof that
there’s room for CLEAN SLATE BRANDS in even
the most staid and ‘mature’ industries ;-)
w w w. t r e n d w a t c h i n g . c o m CLEAN SLATE BRANDS 13
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15. IMPLICATIONS and OPPORTUNITIES
First, let’s get one thing straight. The CLEAN SLATE BRAND trend won’t wipe out
all desire for brands with history and heritage. There will still be some consumers,
at least some of the time, who will want to turn to established, proven products
from trusted, well-respected brands. Or lust after illustrious brands that go back
decades if not centuries. Remember, no trend ever applies to all consumers, all of
the time.
But CLEAN SLATE BRANDS is a trend driven by a profound shift in consumer
preferences, and as such should get entrepreneur‘s juices going, while at the
same time making switched on business professionals instantly question the
attitude, tone, structure and approach of their brand.
And while the ranks of CLEAN SLATE BRANDS might be filled with innovative
small businesses and fresh start-ups, the characteristics behind successful
CLEAN SLATE BRANDS can be adopted by any brand, including old, big ones:
w w w. t r e n d w a t c h i n g . c o m CLEAN SLATE BRANDS 15
16. IMPLICATIONS and OPPORTUNITIES
• Learn from the excitement of CLEAN SLATE BRANDS and seize the • Speak with an authentic voice and have something interesting to say, and
opportunity to do things differently. Think new products (such as Nike’s big brands too will connect meaningfully with consumers. Witness Whole
revolutionary super-sustainable Flyknit running shoe), or even whole Foods’ wholesome, helpful Twitter account, now followed by over 3 million
new business ventures (such as Kenyan mobile operator Safaricom’s people.
M-Shwari savings service).
• And if your brand feels too large and unwieldy to become a CLEAN
• Reduce complexity: Take a leaf from BMW’s ‘We Only Make One Thing. SLATE BRAND, then why not partner or even nurture those that are? From
The Ultimate Driving Machine.’ campaign, or pare back bloated product Telefonica’s Wayra Academy (active in 13 territories across Europe and
portfolios and company structures. Bring clarity and speed to internal South & Central America), to P&G and General Mills’ recent collaboration
decision-making, and watch as consumers find it easier to understand with crowdfunding portal CircleUp, this is a great way for even the largest
everything about your brand. of companies to tap into the CLEAN SLATE BRAND trend.
• Bake in responsibility: Witness how even established brands such as While you wipe the slate clean, we’ll be hard at work on our next Trend
Patagonia attempt to keep their slate clean with high-profile commitments Briefing. If you’re not subscribed yet, please do so here » Don’t mess up ;-)
to sustainability (such as the brand’s Footprint Chronicles initiative).
w w w. t r e n d w a t c h i n g . c o m CLEAN SLATE BRANDS 16
17. NEXT
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