Brands live in a world of ever-changing expectations. Differentiating your brand by building and keeping trust and loyalty among consumers is increasingly dependent on social or environmental promises. Brands of the future anticipate, rather than just respond to, what consumers and customer want.
Megan DeYoung, Manager US Operations, and Liza Lort-Phillips, Associate Director, from Corporate Citizenship will shed light on the complex, brave new world that brands are navigating. They will draw on real-world examples to illustrate how brands can reach the conscience consumer and will discuss common pitfalls. Through the course of the presentation, they will address several important questions:
1. How do you tap consumers’ consciences with an existing brand? Or should you develop a new brand?
2. How do you make your brand credible? Should you be considering eco-labels and third party certification?
3. How do you get over the fear of being accused of greenwashing?
4. How can you leverage a more ethical brand with your customers?
5. Should your brand be carbon neutral? Is cause-related marketing right for you? What are your other options for addressing social issues?
The webinar will also summarize research on UK consumers’ views on ethical products conducted by Corporate Citizenship and Brand Democracy, a strategy and research firm.
Who should participate: Brand managers, sales and marketing managers, CSR managers, sustainability managers
About Corporate Citizenship
Corporate Citizenship is a management consulting company that offers clients around the world unrivalled breadth and depth of experience in corporate responsibility. Since 1997, we have advised leading, multi-national corporations on how to enhance and align their citizenship and traditional business activities to create strategic business value. We work with multinational clients like Abbott Laboratories, Unilever, Cadbury, and Pearson.