Marketing and Communication

 
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Movember: Facial Hair That Creates True Impact

The Movember movement has grown from a conversation on the come-back of the mustache to one of, if not the, largest men’s health movement with a support of over 5 million people, having raised a total of $900 million since 2003. In this article we take a closer look at this well-groomed initiative.
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Sustainability Communication with Impact

Great sustainability communicators infuse their purpose into everything that they do, and they make it easy for everyone to understand what they stand for. As a result, they have more loyal customers, happy employees and trust from investors.
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Pinpointing The Potential of Sustainable Innovation

In order to better understand customer requirements and to encourage firms to generate Many Alternative Sustainable Solutions (MASS) in developing sustainable innovations, Explore Your Customore was created; a toolbox with a set of inspirational cards with proven innovation methodologies.
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Customer Case: SCA's Sustainability Focus

Svenska Cellulosa Aktiebolaget (SCA) is a large, Swedish producer of fiber, paper and personal hygiene products such as diapers, sanitary napkins and tissues. Originally, SCA is a large private forest owner. SCA manages these forests according to the Forest Stewardship Council (FSC)'s standards, which makes the company one of the largest suppliers of FSC-certified products.

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Case: The Innovation Story of Bavaria

Mid Februari 2013, the case “Bavaria and the Swinkels Familiy: Brewing a Sticky Brand” won the prestigious 2012 EFMD Case Writing Competition in the category “Family Business”. The case was written by Benoit Leleux, professor at IMD Lausanne and Jan van der Kaaij, managing partner at Finch & Beak and highlights the key success factors of challenger beer brand Bavaria.
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The Dragonfly Effect

During World AIDS Day, Nike launched a broad campaign to combat AIDS. By bringing a red shoe lace to the market, Nike supported the good cause. With a mega celebrity like Didier Drogba as ambassador, Nike’s ‘Lace up saves lives’ campaign was communicated through several social media channels such as Twitter and Facebook. Within one day, Nike reached over 10 million people with the campaign and more than half a million tweets turned red.
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Greenpeace Takes Campaign to a New Level

Using social media, Greenpeace saved large parts of the rainforest. How? By mobilizing the online community to make Nestlé stop using palm oil. The unsustainable extraction of palm oil lead to deforestation of the rainforest and therefore, Greenpeace came into action. The success of this social media campaign illustrates the importance of responsible companies and their social media presence.
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Effective marketing of Sustainability

Despite the economic downturn, sustainability is still high on the corporate and governmental agenda. Fortunately, as our problems with the environment and social injustice in the world go a layer deeper than the financial challenges the market is facing at the moment. The bottom line is though that, in times of budgetary constraints, sustainability related initiative have an increased need to be focused and value adding. This trend toward maturity also fits perfectly in the global development of sustainability as a theme.
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Sustainable Brands 2015: Three Key Takeaways

Last April, the premier global community of brand innovators, Sustainable Brands, organized its first live event in Spain, Barcelona. During a two-day conference international and national brands came together to share their challenges and successes in the journey towards delivering deeper customer value through sustainability. In case you were not able to attend the conference, here are our three key takeaways.
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24 Ways to X-ray Your Customers in a Sustainable Fashion

Many companies around the globe are gradually evolving from CSR centered around communication and philanthropy towards a form of business integrated sustainability. As a result, more and more companies are making an effort to capture the hidden market opportunities in this new vicinity. Unfortunately, the opportunities do not present themselves that readily. Moreover, many organizations are using old maps to find new land by applying traditional market research methods that fail to focus on uncovering the correct sustainability drivers. But how can companies better research and unlock the innovation potential from material issues?
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