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.