Book Review: Latest in the DoShorts series -
‘Creating a Sustainable Brand’ by Henk Campher
Simplicity is beautiful. In a world saturated by gurus (I even shivered typing that word) and wanna-be experts lining up with their jargon bazookas in strained attempts to prove Einstein’s alleged quote wrong…
If you can’t explain it simply you don’t know it well enough.
..well they do have to justify fees, real wisdom is usually drowned out in the melee.
One such source of accessible knowledge is the DoShorts range of books. In particular, keep your eyes open for the latest guide on the block, ‘Creating a Sustainable Brand’ by Henk Campher. Henk has one of my favourite, if a tad long, corporate titles as Edelman’s Senior Vice President, Business + Social Purpose & Managing Director, Sustainability – and breathe. Trust me, this guy knows his sustainable branding eggs.
The book’s subtitle is ‘A guide to growing the sustainability topline’ and pretty much nails what you will get from your 90 minute injection of practical expertise. The three core branding based themes cover all you really need to know about managing ‘the fusion of branding and product’ to improve profit in a world of accelerating sustainability change. In a confusing space of greenwash, good product / bad company, bad company / good product, ethical labels, evolving legal structures and corporate rankings make it impossible to directly compare two organisations.
This guide provides a strong, concise and robustly educational foundation for anybody new to sustainability, and also as a timely reminder and ammunition for those professionals at the day-to-day coal face. For example, Part 3 of the guide explores ‘The Anatomy of Sustainable Brand’ and offers the following summary
A sustainable brand cannot exist if the product itself does not have any sustainability characteristics. Similarly, a sustainable product needs to differentiate in the marketplace through branding that resonates with the consumer. This is at the heart of a sustainable brand – combining the sustainability of the product and the brand to create a unique sustainable brand value proposition and identity.
The guide doesn’t hide away from calling out the obvious elephants in the sustainability room, and Henk’s opinion and expertise is bold and incisive, whilst being fair. How can BP be greener than Greenpeace? Really? In what intelligent and authentically transparent world does that make any sort of sense? If I were to have one criticism it would centre around the guide’s segregation of brand and product that feels at times that it hopefully assumes operational processes into its wider definition brand, which of course it should, but how many brands are that deeply entrenched and understood across all business functions and employees?
Perfection is not part of the sustainability agenda – or else we wouldn’t need constant improvement. It provides us with a scale to assess whether sustainability association in the brand is completely absent or whether it is embedded – from ignored to designed.
Overall, this is the most comprehensive, informative and well written guide to sustainable brands I’ve seen yet. Henk’s huge experience on just about every side of the concerned fence from non-profit to corporate and developed to developing nations, all align perfectly with a genuinely insightful, entertaining and endearing style.
Get your copy of ‘Creating Sustainable Brand’ with a special 15% discount head over to www.dosustainability.com and enter campher15 in the voucher code box.
If you prefer shopping at Amazon click here to go straight to the guide.
Come back when you’ve read the guide and let the other readers know what your opinion was.
For disclosure: I have never been paid by either Henk or Edelman, sadly, but Henk and I are both strong Liverpool Football Club fans and quite possibly marginally intoxicated by the dream like potential of our team winning the English Premier League, and in glorious fashion. I have tried to remain totally objective but hey, this kinda stuff doesn’t usually happen in the real world, so please consider this when making your own opinions.
Hi folks. It’s been a while. Life got busy without asking first.
More posts and more updates to come soon, and I was trying to get the foundations of the change done before posting again, but I just couldn’t resist, and here’s why, something important is getting ‘Better’…
For those new to these parts, I’ve had a love hate relationship with Apple as long as I’ve been involved in the world of CSR. Beautiful design and killer marketing has constantly torn at my belief that Apple was one of the most guilty by avoidance in the wider responsible business agenda. I’ve written a few times and one of the most recent (before the barren spell) was just after Tim Cook took the CEO mantle and offered hope to those who desperately dreamed for a new all-star athlete in the CSR team.
Back in February 2012 with ‘Apple’s Ethical Watershed‘ I dared to suggest that Tim Cook would provide an optimistic leadership style borne out of his supply chain background and obviously different personality to his predecessor Steve Jobs, and it’s looking I could have been right.
I’d like to think that maybe, just maybe, this video is further evidence of internal changes of ethos and the continuation of previous signs of a greener leadership and a new brand positioning campaign. iCSR could be on the way!
The fact that Apple is actively talking green could be the start of something big, very big.
Next Tuesday, 17 December, I will be hosting the first ever #3BLchat for 3BL Media.
This 60 minute Twitter chat will see guest expert Susan McPherson explore “Social Innovation and CSR: The New Frontier”, sharing her wide experience and providing real world examples to inspire change and collaboration.
Let me know if you have any particular questions you’d like to ask Susan and I’ll make sure we get them into the tight schedule!
See you on Tuesday.
More posts to come soon…
Written by David Connor
December 13, 2013 at 12:49 pm
Michael Porter knows his stuff. He’s a professor at Harvard and widely respected author on strategic thinking in business, especially of multiple books with ‘Competitive’ in the title. More importantly though is his attention to the less traditional side of competitive business, my side, the good side.
The capitalist system is under siege.
One ongoing focus of this attention has been his interrogation of the world of CSR. A couple of years ago he, along with Mark Kramer, unleashed Creating Shared Value (CSV) into the wild, yet another consultant friendly Three Letter Acronym. For me, CSV is more of a refreshing of what CSR was always about, when in reality it had become a grossly misused term which was actively exploited by too many in the corporate world. My position is born out of own starting point in this particular space 15 years ago when I stumbled across the term CSR via an informal definition of ‘better balancing social, environmental and financial impacts whilst maximising profit’.
CSV / Shared Value helps move the debate forward, but in essence it is more of a refinement and re-branding exercise that also helps support consultancy work, rather than any step change in responsible business frameworks. The one important element for me that Shared Value re-energises is an entrepreneurial opportunity focused emphasis that is regularly overlooked in a risk management dominated agenda.
Why Business Can Be Good At Solving Social Problems is Michael’s latest TED Talk
Who would like to support one of the most amazing sports that most people have never seen? Imagine a cross between ice hockey and 5-a-side football. Power, balance, passion and skills – all with metal sticks and a football. This is of course a very overt request for partners to step forward.
The amputee footballers of England (and the wider UK) have been growing their own sport for some years now with only relatively superficial support. I’ve been away from the sport for too long and want to help these elite athletes and the grassroots programme that supports them.
Please take a few minutes to check out the photos and videos below and then get in touch via the links below…
I was always stunned by the lack of media / corporate support for such a photogenic sport that is pure adrenaline and poetry. Once during my spell in charge of the England team we had a media team courtesy of One 2 One (or T-Mobile as they were once called) follow us on a World Championship in Rio de Janeiro in 2005. This was during a short period of strong commercial and governing body support as disability football was hitting a larger audience, but very little happened after the event was over, and then external support headed downhill for a while.
Much has changed since then. One of the biggest challenges was the quality of organisation at a global level but many, many more international teams now play, and grassroots participation is accelerating too. The players stepped up and took it over themselves, again, as it was in the start many years ago before the FA dabbled.
The England Amputee Football Association (EAFA) are looking to talk to any potential supporters, especially of the commercial kind to take amputee football to the next level at home and abroad. A huge opportunity on the horizon. Great timing and a great sport.
Who wants a piece of this?…
Here’s some more about the EAFA team and the players from an older video via The Guardian.
These guys have done a brilliant job of getting their sport to where it is now and all support can only accelerate a truly special sport with a bright future. Imagine being part of the bigger team when they win the World Championship? Trust me there is no better feeling and n spectacular opportunity for all partners!
And as a treat for reading this far, a special goal from the 2010 World Championship Argentina v Japan game…
Apologies for this post, but this is all about not-so-Despicable me. No offence taken at all if you click away at this point, as I need to indulge myself a little.
After seven and a half years of all things Coethica the time is ready for me to evolve. I know not what that change is specifically at this particular moment – all suggestions are very welcome from anywhere, or any sector in the world – but a new direction will be forged. Some interesting offers are being considered but for the sanity of everybody around me my main hat will at least be worn much less from this day on.
The reason for this channel of personal thinking out loud is to help clear my head and also tap into and share with some of the many amazing people and organisations I have met and shared many ideas online. I am by nature an explorer, a passionate creative nuisance intent on leaving our world better than it would have been without me.
After falling in love with the purest form of this thing called CSR (i.e. holistic, balanced and embedded – you know the one, the lesser spotted variety) about 15 years ago I’ve met leaders from global CEO’s to local start-up entrepreneurs in deprived communities that have both dazzled and depressed. I’ve set up social enterprises, supported corporates and what feels like everything in between. I’m sure there’s a couple of books in there somewhere.
I know for a fact business can change the world, most of the time it just needs giving the confidence to try harder.
This is not to say Coethica will be no more, version 2 is defined and ready to roll, it is that it needs at least somebody else at the helm. Let me know if you want to find out more and take the reins of a ready-made social business to change the world! My gift to the right person, with maybe a couple of thin strings.
It has been for the most part a lonely journey, both geographically and intellectually, setting off in 2005 to challenge and inspire the small and medium market (but not excluding the corporates) to see the benefits of all things CSR / social enterprise /’pick your ethical business buzzword’ all atop a rollercoaster of a personal life that until recently only began to give me genuine freedom to get out and begin to deliver what we had learned through years of grassroots SME and corporate ‘market research’.
Sometimes the hardest decision in the world is being honest with yourself and make that change to re-energise spiritually. My wonderful wife and wider family have supported me through some magical highs and crushing lows and I owe it to them to take a more simplified path. Spinning too many plates for too long, however impressive at the time, is a recipe for one hell of a mess of crockery, not that I’ve broken many but I’ve been close to a couple of wobblers.
In short, I’m taking a the next couple of months to explore my own future as a real person separate from Coethica – a hard task for any entrepreneur, and the options on the horizon so far just don’t feel like the right fit. So, if you or anybody you know has a challenge they need help with or a gap that needs filling, by somebody of certain unique cocktail of experiences and abilities, well, as long as it serves a greater good, my intrigue is open for discussion.
If anybody should want a more focused summary of me, give me a call (get in touch via the comments) as I like a good natter, or for the more passive / furtive out there, my LinkedIn profile is probably as good place to start as any.
And just for pure childish summer fun, here is the trailer for Despicable Me 2. Enjoy. Freeeeze Ray!