21 Jul '11, 3pm

The Brand Manager of 2015 | Sustainable Life Media via @SustainBrands

The Brand Manager of 2015 | Sustainable Life Media via @SustainBrands

How will sustainability affect brand managers commissioned with building brands on a day-to-day basis in the future? Chris Sherwin, lead sustainability consultant at global brand marketing consultancy Dragon Rouge, maps future job requirements for brand leaders. Work in the sustainability field and you’ll already see the trend, among B2C and FMCG companies especially, of moving sustainability from corporate down into brands. Why? Because doing so is a way for companies to leverage sustainability to tackle new business opportunities, making sustainability more market-facing, more commercially relevant rather than just a risk reduction or effeciency tactic. In essence, today's brand leaders are taking sustainability to their customers and consumers though their brands. As sustainability becomes mainstream in this way, the role of the traditional brand guardian will evolve to...

Full article: http://www.sustainablelifemedia.com/news_and_views/articl...

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