Ethical Brands

The last few years has witnessed a clear trend towards ethical branding. And the passionate debate over climate change has only served to make ethical branding even more of an imperative for busineses of all sizes and types.

In this podcast, the first BrandCast from brand specialists GfK NOP, we host an engaging discussion on the issues involved in creating and sustaining ethical brands.

Joining us are sustainability consultant and author Julia Hailes MBE, and Zoe Morgan from Co-Op, which came out top on the 'most ethical brand' listing for the UK in 2007.

Our Panel

Julia Hailes MBE
www.juliahailes.com
Sustainability consultant and author, "The New Green Consumer Guide"

Zoe Morgan
Co-operative Group
Director of Marketing

Timeline

00m00s Intro.
00m58s 2006 - the year the world woke up to climate change.
01m20s What is ethical branding?
02m35s Growing consumer scepticism.
03m21s The shift towards transparency and traceability.
04m17s Managing complexity and conflict in ethical brand decisions.
05m56s Additional benefits of trusted brands.
06m23s Co-op's approach to communicating their ethical decisions.
07m44s Choice editing - deciding not to sell certain products.
08m57s Empowering consumers with information on the impact of their choices.
09m49s What brand owners should do.
11m24s Is a new business model emerging?
12m31s What Toyota learned after the initial failure of the Prius.
13m14s Merits of a targeted rather shotgun approach.
14m27s Ethical branding challenges the Milton Friedman view of good business practice.
15m33s Regulation vs. market forces.
17m13s Identifying authentic brands.
17m34s The role of the internet.
18m54s The effectiveness of labelling schemes

Music courtesy of Steffen Coonan

(http://music.podshow.com/music/listeners/artistdetails.php?BandHash=adc643232c95b1fcd30feb8f135e3e40) from the Podsafe Music Network (http://music.podshow.com).