CSR Event

SB Seminars: "Building the Credible Sustainable Brand with Jennifer Rice"

COURSE:
Jennifer's course provides a structured methodology for developing market-facing sustainability strategy, which is anchored on the Five Sustainable Brand Stages: Laggard, Trial, Emergent, Integrated and Transformative. This model aids businesses in building credible brand reputations, respecting their limits, and finding ways to leverage sustainability into competitive advantage and customer loyalty.

You'll learn your brand's gaps and opportunities in sustainability by identifying your company's efforts in six areas:

• Scope of Sustainability Strategy: Are you focused simply on risk mitigation or transformation of your entire category?


• Sustainable Brand Strategy: How can sustainability be best integrated into your brand portfolio: through a sub-brand, line extension, ingredient brand, initiative brand or master brand?


• Sustainability Positioning: To what extent is sustainability represented in how you position your brand? Is it an "oh by the way" or a key pillar of your messaging? Or is it inseparable from your corporate brand position?


• Customer Journey: Can your customers experience you as a sustainable brand? How is sustainability integrated into all the ways a customer interacts with you? How many sustainable products and services do they associate with your company?


• Communications: How visible and transparent is your sustainability story? Do customers have to dig deep in your website to find an official statement or report, or are you publicly trumpeting your credible contributions and initiatives in an authentic way?


• Operational Integrity: Are you greenwashing or walking your talk? How does your level of Operational Integrity limit or enhance your market-facing sustainability efforts?

INSTRUCTOR:
Jennifer Rice is a strategist who's passionate about the role businesses can play in creating a better world. After 20 years in brand and customer experience strategy, she founded Fruitful Strategy to help companies successfully align sustainability with revenue and reputation. Jennifer has been recognized as a rapid and intuitive problem solver, a dynamic speaker and a get-it-done professional. She brings a global perspective, having managed strategy projects for businesses in the EU, Dubai and Southeast Asia.

Some of Jennifer's current and former clients include HP, Microsoft and UnitedHealth, Green Electronics Council, Sierra Club, Fairmont Hotels, NCR, Emaar Hospitality (Dubai), Alcatel, Verizon and more. Her experience ranges from brand positioning and extendibility, brand portfolio, customer experience, loyalty and churn reduction, channel marketing and experience design, qualitative and quantitative customer research, and marketing communications.