What sustainability means for brand reputation

My students on the AIA Diploma have been working on a live sustainability brief for a well known brand (I can’t say which as it is covered by an NDA). I have had a think about this topic, which I have just published in Aurora here.

Most old brands are encumbered by legacies of bad practice – but for a few, newer challenger brands, like Patagonia (pictured), there is an opportunity to transform those categories with particularly dire track records ( like apparel)

Published by joinedupthink

Freelance Strategist in The Zoo at Google Founder of The Joined Up Company Former CEO of redcell advertising Executive Planning Director of McCann-Erickson Planning Director of Ogilvy

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