Best Global Green Brands 2014

branded entertainment

Branded Content Watch: Oakley, Samsung, Nike and more

Posted by Abe Sauer on May 23, 2014 02:10 PM

Someday, everything will be narrated by Kevin Spacey: The Oscar winner's voiceover can be heard on Oakley's "A Story of Disruption" short documentary exploring the brand's philosophy and 40 years of product design. "Disruption" comes complete with a fancy-pants microsite, too.

Ford's Lincoln Theatrical Aspirations: Not only is it the signature sponsor of the Tribeca Film Festival, Lincoln Motors is producing its own film. The noir short Alethea follows actress Elsa Carette as she is transported through New York City in a Lincoln MKZ:Continue reading...

brand news

Brand News: Red Lobster, Comcast, Pinterest and more

Posted by Shirley Brady on May 16, 2014 09:13 AM

TOP 5 STORIES

Brands to Watch

As contentious net neutrality proposal gets FCC greenlightComcast tightens data limits and firms up new "SpinCo" unit.

Red Lobster is sold by Darden for $2.1 billion.

Pinterest funding round brings valuation to $5 billion.

GM agrees to pay "substantial fine" over switch recall.

Microsoft celebrates Nokia acquisition with stylish brand book, and gets ready to reveal new Surface tablet.

ALSO IN THE NEWS:

Abbot Labs to buy CFR Pharmaceuticals for $2.9 billion.

Barclays stars in London Pride event's first ad campaign.

Cadbury's Dairy Milk touts ice cream in the UK with #freezethejoy push.

CBS unveils plans for 24-hour digital news channel.Continue reading...

brand news

Brand News: NYT, Dixons Carphone, McDonald's and more

Posted by Shirley Brady on May 15, 2014 08:28 AM

TOP 5 STORIES

Brands to Watch

The New York Times ousts its first female executive editor as Le Monde's female top editor resigns.

Dixons and Carphone Warehouse to merge in the UK as Dixons Carphone.

McDonald's, Burger King and other fast food brands brace for walkouts across U.S. and globally.

Univision and T-Mobile partner on co-branded Hispanic wireless service.

Walmart profit hit by severe winter weather as Asda unit restructures and warehouse workers win back pay.

ALSO IN THE NEWS:

Amazon wants to charge more for "access to its pipes."

Apple and Samsung compete for "atom-thick patents" as Apple's Beats deal may be announced next week.

Beefeater celebrates modern London with limited-edition packaging.

BMW and Toyota's Lexus reportedly partner on "supercar."Continue reading...

sustainability

IKEA Future-Proofs its Brand, From Meatless Meatballs to Wind Turbines

Posted by Sheila Shayon on May 1, 2014 02:27 PM

Swedish retailer IKEA sold 97.4 million meatballs last year, a mash-up of beef and pork which accounted for a hefty portion of 600,000 tons of carbon dioxide emissions. While amounting to only about 2% of the company’s overall carbon footprint, it’s still too much for the global brand that’s made a name for itself as delivering good design and function at affordable prices.

“We didn’t want to have 5% of our range 'green' and ignore the rest,” commented Steve Howard, IKEA’s chief sustainability officer, to Fast Company. “If we think of the challenge—society is using 1 ½ planets’ worth of resources every year, and on track for more—business as usual isn’t an option. Sustainability has to be in every product in every customer’s home. It shouldn’t be a luxury for the few.”

So IKEA is putting its money and corporate citizenship on the line, from reconstituted chicken and vegetarian meatballs to solar panels, assembling a bold and proactive sustainability program to ‘future-proof’ its brand.Continue reading...

sustainability

IKEA's Sustainable Initiatives Are Paying Off for the Retailer and the World

Posted by Barry Silverstein on February 18, 2014 10:57 AM

In October 2012, IKEA, the largest furniture retailer in the world, announced its "People and Planet Positive" initiative in an effort to make sustainability a household word.

In its just-released Sustainability Report for 2013, the Swedish company indicated it is well on its way to generating 70 percent of its energy from renewables by 2017 and becoming a 100 percent renewable energy company by 2020. That means IKEA will produce as much renewable energy as it will consume. Reaching this ambitious goal takes an investment of more than $2 billion in clean energy through 2015, with a big commitment to such alternative energy sources as solar and wind. 

Sustainability may be a big idea, but it also takes a commitment to small things, like LED lightbulbs. In IKEA's first ever sustainability marketing campaign in the UK, a fanciful television ad depicting a lit-up enchanted forest claims, "By 2016 we will only sell energy efficient LED lightbulbs. Sometimes small things can make a big difference." Peter Wright, IKEA's UK/Ireland marketing manager, says the ad speaks to IKEA's "thrifty and resourceful" Swedish roots. "This is a sustainability campaign but also a brand campaign. We need to explain what we stand for and celebrate that."Continue reading...

corporate citizenship

IKEA Lights the Way for a Safer, Smarter Future for Refugee Camps

Posted by Sheila Shayon on February 14, 2014 03:47 PM

Of the nearly 10.5 million refugees worldwide, close to half are children. And in 2013 alone, over 2 million people became refugees—nearly a 20-year record, according to UN High Commissioner for Refugees Antonio Guterres. 

“With each new humanitarian emergency the support of the private sector becomes more vital and more urgent.” 

IKEA’s "Brighter Lives for Refugees" campaign is answering the call and bringing lights and renewable energy to refugee camps. The global initiative running through March 29 offers a $1.35 donation to the UNHCR for every IKEA LEDARE - LED light bulb sold. 

“Life in a refugee camp can be very hard, particularly for children,” said Per Heggenes, CEO, IKEA Foundation. “The absence of powered light limits everyday activities we take for granted such as sharing a meal or doing your homework. It impacts safety and security and the ability for families to generate an income.”Continue reading...

brand news

In the News: IKEA, P&G, Rovio and more

Posted by Dale Buss on January 29, 2014 09:13 AM

In the News

IKEA CEO vows e-commerce and delivery expansion as store sales fall. 

P&G will cut phosphate in all laundry soaps by 2016. 

Rovio reassures Angry Birds users it’s not complicit with NSA, rethinks ad relationships. 

Abercrombie & Fitch strips CEO of chairman title.

Beats by Dre stars Ellen Degeneres in Super Bowl ad.

Bruegger's unveils new restaurant prototype.

Cheerios plans Super Bowl spot reprising mixed-race family.

Chrysler posts third straight annual profit but Fiat scraps dividend to save cash.

Comcast grows TV subscribers for first time in 6 years.

Coors Light wants NHL Stadium Series in Rockies.

Dow Chemical swings to profit on sales growth in most businesses.

EA sees sales of older games drop.Continue reading...

brand news

In the News: Samsung, Ford, Puma and more

Posted by Dale Buss on January 28, 2014 09:23 AM

In the News

Samsung keeps lead over Apple as Chinese smartphones gain share and evidence mounts that iPhone mania wanes.

Ford posts bullish earnings as company and James Franco get a jump on GM in Super Bowl promo.

Puma outfits English soccer club in brand-renewal attempt.

AT&T sees overwhelming demand for Beats music service.

Bitcoin exec accused of money laundering.

Comcast and Charter near deal for Time Warner Cable systems.

Disney finds success with ESPN app.

Gillette promotes Sochi Olympics campaign.

Girl Scouts test gluten-free cookies.

Google sees less geeky future with new glass designs, adding VSP prescriptions.

HSBC apologizes for UK ATM snafu. 

Honda exported more vehicles from US factories than it imported from Japan last year.Continue reading...

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