IQ

The Corporate
Citizenship Issue

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The Editorial Staff


The Creative Issue

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The Digital Issue

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The Political
Branding Issue

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What's in Store
for 2013

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Editorial Staff

Better Together

Emily Grant with Heifer International, Danone and Green Mountain Coffee Roasters

Emily Grant sits down with Heifer International, Danone and Green Mountain Coffee Roasters on how partnerships between organizations directly benefit their business goals and supply chains.



Marleen New, Heifer International on partnerships
Heifer’s mission is to end hunger and poverty while caring for the earth and protecting the environment. They do that by providing animals, the training and the care of the animals to smallholder farmers all over the world. They teach farmers how to use the resources from those animals so that they can continue to feed their families and themselves.



Rick Peyser, Green Mountain Coffee Roasters on measuring the most significant change
Most of the quantitative information that Green Mountain Coffee Roasters measures is activities. How many people participate? How many families are involved? How many meetings were held? Which is all important information. But, it doesn’t deal necessarily with the impact. You can have these activities, but what difference does it make on the ground?



Jean-Christophe Laugée, Danone on transforming social brand equity
There is a transformation in our own marketing practices at Danone. The best way to educate is to find a new channel. The digital type of communication approach is much more powerful.



Marleen and Rick on sharing inspiration
Here is this woman that clearly had very few possessions in the world and was sharing what she had. And Green Mountain sees this time and time again when visiting coffee farming families. Many of them have very little. But it seems that the people that have the least offer the most.

FYIQ

  • About Emily Grant
    Emily Grant is Associate Director, Strategy, Interbrand New York. When asked, What’s one thing you would change about the world if you could? Emily answered: I would change the pace at which transformative change is able to occur. While we are often confronted with cynicism and inertia, I believe the world is surprisingly filled with an army of compassionate people eager to help those in need. However, without scale it's hard to recognize the difference we're making. Having spent time working with locals in eastern African villages, I've seen first-hand the impact building a home, digging a well, or providing basic medicine can have on an individual, a family, and often their entire community. While efforts such as these may help alleviate one person's vulnerability to hunger and health insecurities, it's hard not to feel at odds with the change needed to make bold progress. As we continue to work towards this moment when the scales tip and equal opportunity prevails, I'm inspired by the words of Robert Kennedy on the power of individual efforts, of small moments, and the change – even if incremental – we can collectively create: Each time a man stands up for an ideal or acts to improve the lot of others, or strikes out against injustice, he sends forth a tiny ripple of hope, and crossing each other from a million different centers of energy and daring, those ripples build a current that can sweep down the mightiest walls of oppression and resistance,
    Emily.Grant@interbrand.com
  • Interview: Partnering to Save Lives
  • Interview: Source of Hope
  • Points of View: Paved with Good Intentions