Branding for Good News - Issue 22

23 Dec 2009|Added Value

bfg_LOGO_PurpWelcome to Issue 22 of News, Added Value’s newsletter focused exclusively on sustainable marketing; the challenges, opportunities, our solutions and points of view.

Sorry you haven’t heard from us for awhile.  We’ve been busy creating a new home for all our Branding for Good content. Do take a look around and tell us what you think.

So the words on everyone’s lips: Copenhagen. No-one expected it to be easy but perhaps it really was emission impossible?  Andrew Pendleton, senior fellow at the Institute for Public Policy Research summed up COP15, “Leaders came to Copenhagen to rewrite history and left having made a few notes in the margin”. Of course, the Copenhagen Accord is not all doom and gloom. $30bn has been pledged for poorer nations, an agreement to keep global temperature rises under 2C reached and financial help to limit deforestation. And there was Hopenhagen, created by the International Advertising Association, which highlighted the issues and the need for change to a global stage.  So in a post-Copenhagen world, a focus on more renewable energy and less carbon consumption activities will continue. The Climate Group paints an interesting picture of how our day-to-day lives could change if we adopt more sustainable energy practices and products. And Ode Magazine distributed to all 75,000 delegates, influencers and activists in Copehagen , their publication The Solutions We Need Now which presents breakthrough solutions like atmospheric mixing, electricity generation from salt water, hydrogen fuel for all and action plans by well-known authors like Al Gore. Download your free copy

Brand leadership

At Added Value, we believe brands have the power to both interpret the need for change and deliver the solutions, something that few governments have yet to master effectively. But without a legally binding carbon target, the outlook for clean tech investment is not rosy. For Shell, however, finding an alternative to petrol is not so much a question of responsibility as one of survival. And yet the tension between short-term gains vs. investing in long-term interests is acute. Hydrogen is a perfect example. Yet, if Shell and other energy companies don’t begin putting the infrastructure into place, giving reliable access to alternative fuel, what chance does the automotive industry have of persuading consumers to take up new low carbon models?

Earlier this year, Added Value concluded a two year consumer study for Shell to understand the role that consumer awareness and perceptions has in influencing the adoption curve of alternative fuels and the knock on effect for Shell’s brand image. Leslie Pascaud, Added Value, outlines the project results and Duncan MacLeod, VP of Future Fuels, Shell International shares with us how invaluable these findings are in convincing stakeholders and shareholders alike.

Eco Innovations

Coke clutches, anti bottles, YSL Vintage, bee dance offs and more. Check out our pick of the latest from around the world.

Thanks for reading. It just remains for us to wish you the best for the festive season and if you’re stuck for ideas on those last minute presents, visit Amazero.com who outline the merits of a presentless Christmas – priceless.

Branding for Good News is compiled by the Added Value BFG Team. If you’d like to receive regular updates, let us know and we’ll put you on the list. brandingforgood@added-value.com

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