Sustainability & Brand: one size doesn’t fit all
In the 20th century’s ‘No Logo’ world, sustainability was a risk to your brand. In the 21st century it can be an opportunity - for brand growth, for a new way to connect with your customers and have dialogue and build trust with stakeholders. To leverage this opportunity Dragon Rouge has created The Better Brand Process.
We believe sustainability is a mainstream issue for brands and that every brand should have a position on sustainability. We’re convinced that the brands that thrive in the 21st century will be both brand and sustainability leaders.
But getting started can be tricky. Sustainability is a confusing and ever moving target. Which of the many issues are relevant to your brand – climate change, water, pollution, human rights or poverty? Should this be overtly communicated or behind the scenes? Where should you lead or just be active? It can seem overwhelming and almost paralysing. To help brands think this through we developed our Better Brand Process – a universal tool to integrate sustainability in brands. It can be applied to any brand, in any sector, on any sustainability issue.
One size doesn’t fit all on sustainability, so its critical to start with your brand, its vision, strengths, personality and values. Every brand is unique, and the approach to sustainability must be rooted in what is real and important about the brand, otherwise if could be a superficial and transient marketing campaign rather than an enduring support.
Dorothy Mackenzie, Chairman, Dragon Rouge in London
