Articles


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After Dhaka, a Chance to Build a More Humane Supply Chain—and a Stronger Brand

By Jez Frampton

Interbrand’s global CEO, Jez Frampton, looks at the links between brands’ sustainability aims and supply chain management in the wake of the Bangladesh garment factory disaster—and shows how brands can empower both workers and consumers and build a more positive, transparent image that can be leveraged to strengthen brand value.

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Making Sense of a World of Difference: How Consumers Perceive Sustainability in the US, China and Beyond

By Alex Murray and Emma Hrustic

Three years of Best Global Green Brands research reveals the nuances in how consumers perceive sustainability efforts around the world—find out what this year’s report reveals about the relationship between people, their environment, and brands in 10 markets.

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The Power of Participation: Delivering on the Promise of a Purpose-Driven Brand

By Dominik Prinz and Justin Stokes

Brands may be championing a social purpose, but if they aren't engaging followers directly in the mission in a way that aligns with brand strategy, they're leaving value on the table—both for society and the business.

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How to Save the World—and Build Your Brand—Through Sustainable Innovation

By Tom Zara and Erica Velis

While many businesses are making strides in CSR and sustainability, these efforts are largely behind the scenes and focused on mitigating risk or reducing costs. Interbrand’s corporate citizenship practice lead, Tom Zara, says it’s time for them to step forward.

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Green Supply Chains: Collaborate to Capture Value

By Will Sarni

Supply chains have become increasingly complex, distant, and opaque. Many now span the globe and involve thousands of suppliers. These changes present significant new risks, but they also create significant opportunities to reduce costs and improve efficiency—at all levels.

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Measuring Sustainability: More is Not Always Better

By Will Sarni

Disclosure requirements and metrics for environmental, social, and supplier issues are evolving. Here’s what companies should consider.

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The Green Divide: Improving Sustainability Performance at the Enterprise and Product Levels

By Will Sarni

Sustainability performance and green branding can be achieved at both the enterprise level and at the level of individual brands and products. However, for companies that don’t use the same brand name from top to bottom, achievements at those two distinct levels can be disconnected.

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The Green Spark: How Sustainable Performance Drives Innovation

By Will Sarni

The focus on reducing waste and usage of key resources—or finding substitutes—can be a powerful driver for developing innovative products and operating models if all the risks and opportunities are considered. Here’s how companies are using sustainability to drive overall innovation—and using sustainability-driven innovation to create business value.

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The Contribution Equation: How Brands’ Sustainability Initiatives Impact Employee Recruitment and Retention

By Emily Grant and Chloe Frank

With a methodology that harnesses Interbrand’s expertise creating and managing brand value across the globe, Best Global Green Brands 2013 report offers actionable insight into brands and their relationship with consumers and the planet we live on.

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The Language of Sustainability

By Jennifer Vasilache

While sustainability initiatives are growing in numbers and impact, corporate citizenship and sustainable product and platform names and messaging must communicate that citizenship is more than a philosophy—it’s about what we do for the planet every day.

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An Overview of the 2013 Best Global Green Brands

By Kristin Reagan and Erica Velis

Themes and trends from the third annual Best Global Green Brands report—and why it’s critical to go beyond “Do you think Brand X is green?”

Using the Power of Brands to Change the World

By Tom Zara

Why brands that focus primarily on performance don’t always achieve the recognition they deserve, build a loyal following or succeed in differentiating themselves from competitors.