Sustainable Industries Beyond Eco Label Presentations

8/4/2019 Sustainable Industries Beyond Eco Label Presentations

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Brand Storytelling

Your Critical Foundation Strategy


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Is your eco-brand getting the recognition it deserves?


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Which certification really matters to me?


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Dramatic erosion in the middle of the market


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Do things that make sense to me and Ill make you part of my life.


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Storytelling: the most ancient and natural form of communication


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and the most modern


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Stories surround facts with emotional context.


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Limitless information = lower perceived value


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Narrative imaginingstoryis the fundamental instrument of thought.Mark Turner, cognitive scientist, The Literary Mind


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Fact: The queen died, and the king died.


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Story: The queen died and the king died of a broken heart.


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source support

Decisions are made with the heart.


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Would you rather buy a house or a home?


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Your real customers dont just buy your stuff. They invest in your story.


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Relevance = shared values & expectations


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Its not about sneakersits about community


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How do you define YOUR brand story?

This is what we do This is why were important in your life.

authentic

emotional consistent


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Pilot Brands


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Pilot Brands brand story

Generations of small family farmers

Pure, fresh air, water, and grasslands Unprecedented standards of quality

Best possible tools for the discerning chef

but

No organic certification Not made/grown in the USA

What can they own?


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Language and visuals that stir the senses


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Consistency across all communications


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Create a visual atmosphere


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Highly styled, professional standards


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A brand story thats inspiring and compelling


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Aah Haa Inc.s Clean Conscience brand


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Clean Conscience brand story

Smarter, cleaner choices

100% recycled products that really work

Saving PET bottles from landfills

Energizing American workforce

but

Tired labels lack contemporary meaning

No clear reason to spend more

What can they own?


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Engage the senses


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Fresh visual language says we share your values


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Consistent visual atmosphere reinforces clean on every level


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A few companies that get it.


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Patagoniaits about more than clothing


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Better World Clubimprove your car-ma!


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Working Assetschanging the world with every call


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Dancing Deer Bakeryfor the kid in all of us


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Kivaloans that change lives


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Fair Trade Sportsrespect for producers


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Brand Story is a more effective strategy

than many certifications because it holds

deeper meaning.

Differentiates you from the competition

Inspires trust without certification

Displays your authentic and parallel values

Invites your audience to join your brand culture

Solidifies internal communication for consistent behavior

Green Ideals Group 2010


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Ive learned that people will forget what you said,

people will forget what you did,

but people will never forget how you made them feel.- Maya Angelou


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Green Ideals Branding and Marketing

[email protected]


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MLKAn individual has not started

living until he can rise above the

narrow confines of hisindividualistic concerns to the

broader concerns of humanity.


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5


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Green t-shirt by Aviator Nation, ww w.aviator-

nation.com

Shorts and High-top sneakers by Adidas eco-

line, www.adidas.com

Eco basketball, RESPECT. Fair Trade Sports

Blue golf pants by Linda Loudermilk,

www.lindaloudermilk.com

Red t-shirt by Vuori,

www.vuoriclothing.comEco basketball, RESPECT. Fair Trade Sports


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ASK MORE.


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Connect:!linkedin.com/in/scottjames

Conversation: fairtradesports.com

blogs.forbes.com/csr

blog.bcorporation.net

Sustainable Industries Beyond Eco Label Presentations

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