The Story of Timberland EarthKeepers - Building a Sustainable Brand

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For many years, Timberland has been a firm with social responsibility embedded within its culture, having employee volunteerism programs to plant trees as one example. They just didn't talk about it though. As a response to a steady sales decline in the 2000s, Timberland made many changes - one of which was to reposition itself as the authentic, sustainable, outdoor brand. Listen to Mike Harrison describe the company's history with tree-planting, and the story behind the transformation of the original Earthkeepers boot and the campaign behind it, into a full-line of merchandise AND an advocacy platform for nature conservation. Additionally, stay tuned to the lessons they've learned in championing their causes (hint: don't be too earnest!), along with some pragmatic advice for brand marketers who incorporate sustainability & values into their communications.

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The Story of Timberland EarthKeepers - Building a Sustainable Brand

  1. 1. The Story of Timberland EarthKeepers Mike Harrison Timberland
  2. 2. Building A Sustainable Brand: The Story Of Earthkeepers Mike Harrison Chief Brand Officer, Timberland
  3. 3. Timberland
  4. 4. Timberland
  5. 5. TBL share price 2005-08
  6. 6. Re-positioning Timberland: the Authentic Sustainable Outdoor Brand
  7. 7. QuickTime™ and a YUV420 codec decompressor are needed to see this picture.
  8. 8. Signs of a turnaround...
  9. 9. Signs of a turnaround...
  10. 10. Lessons Learned: What Works • Authenticity: “inside out” story- telling • Sustainability as “Gift With Purchase” • Transparent commercial motives
  11. 11. What doesn’t work? • “TMI” • Being earnest
  12. 12. “A society grows great when old men plant trees whose shade they know they shall never sit in” - Ancient Greek Proverb
  13. 13. Building A Sustainable Brand: The Story Of Earthkeepers Mike Harrison Chief Brand Officer, Timberland

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