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Search returned: 40 document(s).

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Winning at Sustainability: Turning Principles into Action

With more people saying they're willing to pay more for products and services from socially responsible companies, how can companies communicate that they’re on the same page?

Mr. Iglú Park

A non-profit organization in Spain created a park to encourage children and their families to recycle.

Innovation

In order to keep up with a rapidly changing market, it’s crucial for brands to constantly seek new ways to innovate and evolve, not only in messaging, but as a company. In this Insight Brief, top marketers discussed the challenges, opportunities, trends and best practices involved in creating a truly innovative marketing campaign.

Leveraging Consumer Insights and Measurement to Create Content that Wins in Digital

Reid Greenberg, director of digital marketing strategy and e-commerce at Seventh Generation, shared insights from Seventh Generation’s success in digital and e-commerce.

Scaling an Authentic Brand While Keeping It Honest

Seth Goldman, co-founder, president, and TeaEO of Honest Tea, Inc., shared insights and challenges in maintaining authenticity during Honest Tea’s innovative, mission-driven growth into a top-selling organic bottled tea company as part of The Coca-Cola Company.

Shoppers React to Sustainable Brands

New research shows that most North Americans would not select a product with "sustainable" credentials for two key reasons: sustainable products are isolated in separate aisles in US supermarkets, and there is a general lack of knowledge among consumers about the benefits of sustainable production.

Glass Is Life

O-I makes most of the world’s glass bottles and jars. But brand managers have been shifting to plastic, destroying O-I’s market share along with the health of our planet. The “Glass Is Life” campaign emerged from a subconscious love for glass to become a global sensation, targeting brand managers and their consumers.

Honest Tea Drives Growth Through Authenticity and Social Responsibility

Seth Goldman, president and TeaEO of Honest Tea, discussed how an entrepreneurial team of true believers leveraged innovative brand marketing and a socially-conscious vision to build a national brand.

Venable LLP: FTC Forces Paint Companies to Remove “Green” From Their Palette

Venable LLP discusses two recent green marketing settlements from the Federal Trade Commission (FTC) in this advertising alert.

Green Marketing: Growing Your Business Through Sustainability

Green products are a huge business. It is estimated that they account for $40 billion in annual U.S. sales. This ANA Insight Brief includes best practices for building a green marketing program. It features case studies from Patagonia, Reckitt-Benckiser, Seventh Generation, and TerraCycle, in addition to information on federal guidelines for green and sustainable marketing.

Venable LLP: An Overview of the FTC’s New and Improved Green Guides

Venable LLP provides an overview of the Federal Trade Commission (FTC)’s new and improved green guidelines in this article from The Antitrust Source.

Bridging the China CSR Gap

International marketing consultancy R3 Worldwide partnered with leading Chinese sustainability consultancy SynTao on this report to provide insight on which brands are the most respected for corporate social responsibility (CSR) in China and how brands can minimize the gap between sustainability performance and CSR brand perception.

Consolidated Edison: Consumer Insights Lead to Collaborative Energy-Efficient Campaign

Adrianne Ortizo, program manager, residential and small business solutions energy efficiency and demand management programs, Consolidated Edison, Inc., and Mei Shibata, chief strategy officer, ThinkEco, discussed the energy company’s promotion of smart air conditioning technology in New York City.

Patagonia: Sustaining a Valuable Brand by Protecting Our Common Ground

Vincent Stanley, vice president, marketing, Patagonia Company, discussed how the renowned outdoor clothing and equipment company has led the way in sustainability since its founding.

The Evolution of the Green Consumer

Jack Neff, business writer and editor, Advertising Age, discussed how consumer interest in green products may be waning.

Seventh Generation: Sustainability 3.0

Joey Bergstein, chief marketing officer, Seventh Generation, discussed how Seventh Generation connected successfully with consumers to become the number on green brand in the U.S. in 2011.

Reckitt Benckiser: Partnering with Consumers to Impact Sustainability

Jennifer Duran, global sustainability manager, Reckitt Benckiser, discussed how Reckitt Benckiser has revamped its mission and purpose to focus more on sustainability.

Marketing a Green Brand

A green brand must be ecological, equitable, and economic, which means that marketers must appeal to the heads, hearts, and wallets of customers.

Davis & Gilbert LLP: FTC Finalizes New Green Guides

In this advertising alert, Davis & Gilbert LLP provides insight to marketers on the Federal Trade Commission’s new and updated Green Guides.

Unilever Talks Sustainable Living

Keith Weed, Chief Marketing & Communication Officer, Unilever, explained how Unilever created an engine for consumer-led growth that is economically, environmentally, and socially sustainable.

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