Role of Sustainability in Innovative Branding

Presented By:Mehvish Alam

Miron Mangalath

Sustainability is the process of creating and

maintaining an identity of a specific product,

service, or business that reflects special

added value in terms of economic,

environmental and social benefits.

• The most important elements to be

addressed while developing brand

attributes are:

– Relevance (SolarCity)

– Differentiation (Toyota Prius)

– Credibility (Ola Boats)

– Strategic Fit (Hero)

Role of

Sustainability in

Branding

TΞSLA

• TeslaΞ When we talk about sustainability, how can we miss Tesla?

Ξ What makes Tesla stand out?

• Brand Essence

• Innovative technology

• The Business Plan

Ξ What role does sustainability play?

• No EV in the market when the Roadster launched

• Disrupting industry

TOMS

• Improving people‟s lives through business

• A brand whose essence is giving

• What role does sustainability play?– Social Inclusion

– Socially responsible behavior

– Differentiation

• Expansion in other activities

Leveraging

Sustainability in

Value Chain

Socially and ethically responsible purchasing

Minimizing environmental impact through the supply chain

Promoting re-use and recycling

Procurement

Train suppliers on water conservation, provide technology and solar energy

Introduces “Closed Loop Recycle Plastic”

Processed 3.4 million pounds of recycled plastics from old electronics

Committed to put a total of 50 million pounds of sustainable materials

back in its products by 2020

Clean Technology

Minimizing Pollution

Product Stewardship

Operations

“Design for green from the start” for all new construction projects worldwide

Solar-powered lighting in all production areas

High-efficiency water treatment system which recycles 100 percent of all

water used

A number of PepsiCo plants around the world are turning operational waste

into energy to power their facilities

Enhance Livelihood

Analyzing and quantifying freight greenhouse gas (GHG) emissions

Improving packaging to allow carry more cargo in fewer trips

Outbound Logistics

Hindustan Lever has built alliances with telecom & banking companies to

increase the income of the Shakti family

To empower underprivileged rural women by training them in health and

hygiene and allowing them to undertake income-generation activities.

The women, known as Vanis (communicators), sell soap, shampoo and

other personal care products

Change in Social Behavior

Bring Social Awareness

Marketing & Sales

Aims to build the educational future of India „Brick – by – Brick‟ by

addressing the need for better educational infrastructure and building

Introduced P&G Shiksha program

Donates a part of profit to the education of young children

Evolved into a national consumer movement

Offerings that satisfy customer needs and significantly improve the social and

environmental performance

It addresses and fulfill both ecological and social issues

Services

SBI started providing Green Channel Counters

To change the traditional way of paper based banking in a limited way

It enhances Customer ease as there is no need to remember the 11 digit

account number or carry passbook

Introduction of Solar ATMs

Walmart Case

The company hires local individuals, increased 401(k) (retirement) savings, good employee health

care coverage

“Save Money. Live Better.” Television commercials highlighted the company’s positive impact ondecreased energy costs

Walmart launched environmentally

friendly initiatives such as constructing new buildings from recycled materials

Stores became cleaner, aisles less cluttered, and merchandiseeasier to reach

To accomplish three goals:fill every trailer to capacity; drive trailers the

fewest miles possible; and use the most efficient equipment

Procurement

Operations

Outbound Logistics

Marketing & Sales

Services

• Only incremental changes happening

• But what is the bigger problem?

• Quality

• SafetyPerception

• Desire

• Action

Consumer Behaviour

• Financial

• HolisticMotivation

Problems

• Why is change not happening fast enough? Wrong question. Why does change happen at all?

– Motivation

– Strong Brands inspire people to act

• According to Maslow‟s hierarchy of needs, Psychological and safety needs form the basis of the pyramid

– Firms need to satisfy the base first

– First satisfy functional benefits and then target emotional benefits

Problems

How can organizations incorporate sustainability in

brand innovation?

Design holistically

Create collaboratively

Be playful

Disrupt and delight

Future Ahead

http://www.environmentalleader.com/2008/09/28/sustainability-and-its-

impact-on-brand-value/

http://www.plasticsnews.com/article/20160620/NEWS/160629976/dell-

builds-its-focus-on-recycling-sustainability

http://www.pepsico.com/Purpose/Environmental-Sustainability/GHG-

Emissions

http://www.pepsico.com/Purpose/Environmental-Sustainability/Packaging-

and-Waste

https://www.pg.com/en_IN/sustainability/social_responsibility/social-

responsibility-programs-in-india.shtml

http://healthmarketinnovations.org/program/project-shakti

References