Our Definition of Responsible Branding


“You can’t avoid the responsibility of tomorrow by evading it today.

- Abraham Lincoln

We define responsible branding as envisioning and communicating the behaviors and messages an organization is committed to, in order to protect and enhance a healthy planet—environmentally, socially, and ethically.

The challenge is that these messages are often complex.  They require time and patience to convey to an audience.  They don’t necessarily lend themselves to sound bites or :30 spots. We believe your sustainable branding solution is not about creating a new logo or adding a green seal to your package or advertising. It must never be a fad or trend or “green washing”.

Responsible branding may require both verbal explanation and visual demonstration. It mandates public education and a long-term commitment. It is most successfully about meaningful actions—real world sustainable strategies executed in the community so that people can truly experience the difference you are creating.  And can be inspired to join your movement.

Once understood, these messages and actions resonate.  They motivate employees to feel better about where they work and in turn, inspire them to share the story and their excitement with customers.  They give customers reasons to talk about you again, to spread the word through the most valuable and efficient marketing medium:  word of mouth, person to person.

These messages about responsible brand behavior will let people believe that your motivations are deeper than the next transaction or next quarter’s profit.  They will acknowledge you as a positive player and they will invite you into their lives on a regular basis because too few companies are yet to play at that level.  And those messages and actions will win the respect of many other audiences who are important to your business success—employees, investors, suppliers, partners, the trade, regulators, the government and the media—all constituents who need to know what you are doing and should give you the credit and support you deserve.

26 responses

6 05 2010
Sofia Ribeiro

Great article.
I’m currently writing a blog post on what renders a brand sustainable and I’d love to get your comment on it.

Warm regards,
Sofia

6 05 2010
eric

Sure Sofia, let me know how I can help.

18 05 2010
ericblock3

sure Sofia, let me know how I can help

2 12 2011
Irving Distaffen

you should add content more often great read, also like the theme of the page.

2 12 2011
Eugenio Boenisch

You actually make it appear really easy along with your presentation but I to find this matter to be really something which I feel I might by no means understand. It seems too complicated and extremely large for me. I am taking a look forward for your next put up, I¡¯ll attempt to get the hold of it!

7 12 2011
pileo diet food

Hello my loved one! I wish to say that this post is awesome, great written and come with approximately all important infos. I would like to see extra posts like this .

18 03 2012
hiit

I like your fantastic web site. Just what I was searching for!
Best regards

18 05 2012
Homepage

Considerably, the story is in reality the greatest on this noteworthy subject. I agree together with your conclusions and will eagerly watch forward to your next updates. Saying good 1 will not just be sufficient, for the great clarity inside your writing. I will immediately grab your rss feed to stay privy of any updates! 497346

27 05 2012
Applebees coupons march 2012

Hi my loved 1! I want to say that this write-up is wonderful, excellent written and contain almost all vital infos. I would like to peer a lot more posts like this . 806713

28 05 2012
domain registrar

Superb post. I was checking constantly this weblog and Im impressed! Really beneficial details specially the last part I care for such details significantly. I was seeking this certain details for a long time. Thank you and finest of luck. 320204

28 05 2012
Article sharing

Just added this blog to my favorites. I enjoy reading your blogs and hope you keep them coming! 509968

29 05 2012
www.jdwebworks.com/crbg.htm

Thank you for your extremely great info and respond to you. san jose car dealers 970321

30 05 2012
Home improvement

I was examining some of your content material on this internet internet site and I believe this internet site is rattling instructive! Maintain putting up. 938099

30 05 2012
view

Really fascinating topic , appreciate it for putting up. 372346

30 05 2012
Home improvement - Safety around the home

replica watches are amazing reproduction of original authentic swiss luxury time pieces. 121407

30 05 2012
American Girls

Was koche ich heute – diese Frage stellen sich tag fuer tag viele Menschen. Und wir haben tag fuer tag die perfeckte Antwort darauf! Besuchen Sie uns auf unserer Webseite und lassen Sie sich von uns beraten . Wir freuen uns auf Sie! 104786

30 05 2012
simple website design

I observe there is actually a lot of spam on this weblog. Do you want support cleaning them up? I may possibly support in between courses! 471864

4 06 2012
Great Site - Will recommend

Enjoyed reading this, extremely great stuff, thankyou . 781561

5 06 2012
hard landscaping penrith

Several thanks for the wonderful post C Id enjoyable reading it! That i enjoy this weblog. 935870

5 06 2012
home insurance

I enjoy, lead to I found exactly what I used to be taking a look for. 687361

6 06 2012
Visit site

You seem to be very professional in the way you write.::~ 768712

7 06 2012
server virtualization P2V V2V

Which is some inspirational stuff. Never knew that opinions may possibly be this varied. Thank you for all of the enthusiasm to give such valuable data here. 822307

10 06 2012
raspberry ketone suppliers

Thank you for sharing with us, I believe this site truly stands out : D. 263740

19 08 2012
Mozella Kalberer

I!¦ve learn several just right stuff here. Certainly price bookmarking for revisiting. I surprise how so much effort you put to create this kind of great informative website.

30 10 2012
Ismael

Having read this I believed it was very enlightening.
I appreciate you taking the time and energy to put
this information together. I once again find
myself spending a significant amount of time both reading and leaving comments.
But so what, it was still worthwhile!

16 03 2013
Google

Google…

The information and facts mentioned inside the post are a number of the most effective accessible…

Leave a Reply

Please log in using one of these methods to post your comment:

WordPress.com Logo

You are commenting using your WordPress.com account. Log Out / Change )

Twitter picture

You are commenting using your Twitter account. Log Out / Change )

Facebook photo

You are commenting using your Facebook account. Log Out / Change )

Google+ photo

You are commenting using your Google+ account. Log Out / Change )

Connecting to %s




Follow

Get every new post delivered to your Inbox.

Join 179 other followers

%d bloggers like this: