11 Jun '12, 9am

Disrupt and Delight: 5 Principles for Sustainable Brand Innovation

Disrupt and Delight: 5 Principles for Sustainable Brand Innovation

BBMG looks to the same principles to deliver sustainable brand innovation. That means that a true sustainable brand campaign will not happen in a vacuum, it’ll happen through considering the full value chain from natural inputs all the way through how a consumer uses the products. Bemporad points to Levi’s WaterLess campaign as a great example of a brand innovation that is based on the company’s value chain. It takes a lot of water to make Levi’s jeans – both at the beginning of their lives,when the cotton is grown , and during their use, due to consumer washing habits – the campaign is true to the product and the brand’s desire to tread lightly.

Full article: http://www.triplepundit.com/2012/06/disrupt-delight-5-pri...

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