Linking Sustainability to Corporate Branding
Per this article, "the bulk of companies that invest in sustainability communications are unable to drive revenue growth or reap any business benefits from their efforts because they fail integrate them into the corporate brand, according to a report from independent analyst firm Verdantix. Rethinking Sustainability: Brand Risks and Opportunities is based on an analysis of how 80 firms link sustainability with corporate branding. Verdantix identifies five communications strategies companies typically take: purists, explorers, advocates, reactionists and nothingists.
Submitted by: Vincent Perelli, NHDES, Facilitated by: Paul Booras, Boloco