Business Brands

Business Brands

Brand assets and touch points are like words in a sentence. By themselves they might have their own independent meaning, but when combined they add up to convey a larger meaning and message or voice. Everything a brand says or does has an impact on a brand’s voice.

Historically brands and the business they represent were viewed by the general public simply as a business, with basic economic and strategic issues to deal with. However, right now we are witnessing a shift in the way consumers think about brands. Consumers are now seeing brands more as living, breathing entities with personalities and voices all their own. As a result, brands are being asked to act more like good citizens and have an overall net positive impact on the world or at the very least to limit their negative impact.

It wasn’t that long ago that the majority of consumers had no clue about a product’s life cycle. They didn’t know or care where their food came from. They had no idea what a brand’s policy on energy was or if it was “green.” Consumers didn’t think about human rights issues in the factories of the developing world.

Fast forward a decade or two. Thanks to the Internet and its 24/7 fact-sharing availability, consumers are much more informed about all facets of the way brands do business—and they have learned to care. As for brands, it’s not just about earning a merit badge and sleeping well at night. Being responsible and working in a sustainable manner is seen as an aid to business growth and attracting top talent.

Managed brand assets such as ads, packaging, websites, etc. communicate your message to the consumer. As such, they need to help reinforce a brand’s citizenship initiatives. When the consumer knows more about the good work your brand is doing in the world, brands improve the chance that consumers will select your brand over a competitor. But they need to hear it in your voice.

Design Forum addressed retail’s growing complexity as the first company to integrate analytics-based brand strategy into its business model.

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Why Support the Sustainable Food Movement?

Why Support the Sustainable Food Movement?

Earth’s resources are being used to feed more than six billion people. Activities related to industrial agriculture such as irrigation, usage of pesticides, synthetic fertilizers and the packaging and transportation of food items is also taking a toll on the resources available on the planet.  Food is essential for the survival of mankind but the environmental problems related to the production of it doesn’t seem to be ending. So what are consumers to do? Experts believe that the consumption of sustainable food can reduce the damage being caused to the environment. Food and meat products produced in a sustainable manner can be the best solution for individuals who want to enjoy guilt free food.

Environmentalists recommend locally grown seasonal produce as it not only causes less harm to the soil and environment but it is also healthy and more nutritious. Purchase of exotic fruits and vegetables can add up to the emission of greenhouse gases as these items are transported across the world that results in burning of more fossil fuel. Local produce will not only cause less destruction to the soil with minimal use of pesticides but it will also help local farmers get a fair price for their produce. The fact that the food system has transformed from locally grown sustainable production to industrialized pesticides based production; the importance of sustainable food has increased to a great extent. Heavy quantities of harmful fertilizers are used in industrial farms to keep off weed, protect the plants from pests and make the soil artificially fertile. But this results in more emission of carbon and harmful gases from the food sector.

Did you know that approximately one tenth of agricultural emission comes from the production of rice? The present industrial farming is not only damaging the soil but also causing pressure on the rainforests in Brazil and Indonesian wetlands. Since the wetlands and rainforests play an important role in curbing the negative impact of climate change, food production also adds up to the pressing issue of global warming.

Kevin Long is the founder of Global Deaf Connection and the co-founder of Justmeans, a social utility site that helps companies to attract and ignite advocates of better business and good work related to Sustainable Food, sustainable development. Kevin has done significant business development work for both for-profit and non-profit organizations.

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