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BBMG: Traditional Innovation Is Not Enough

BBMG recommends sustainable brand innovation as today’s best hope for creating better business models driving greater shared value

Submitted by: BBMG

Categories: Research, Reports & Publications, Sustainability

Posted: Jun 04, 2012 – 01:52 PM EST


NEW YORK, Jun. 04 /CSRwire/ - Brand innovation firm BBMG today releases its latest booklet, Disrupt & Delight: Five Principles for Sustainable Brand Innovation. Launched as part of BBMG’s participation in this week’s Sustainable Brands Conference, the guide draws on the firm’s experience embedding sustainability in organizations large and small, and also includes the best practices of leaders such as Nike, Patagonia and Unilever.

“Like few times in history, a fundamental shift is upon us. Our economy isn’t delivering for all people and our society and environment face unprecedented stresses,” said BBMG’s chief strategy officer Raphael Bemporad, who authored the booklet with co-founder Mitch Baranowski. “Yet we see reason for great hope. Generations are shifting, new technologies are democratizing and consumers across the globe increasingly want better solutions rather than more stuff. Against this backdrop, a new generation of brands is poised to create smarter, safer, greener and more accessible products and services that do much more with much less.”

Much like “Cradle to Cradle” thinking challenges the way we make things, BBMG’s more holistic view of innovation maps a new paradigm that unites design thinking and systems thinking, offering practical steps for creating brands that are not simply more sustainable but also more restorative and resilient.

The booklet outlines and cites examples of BBMG’s five principles for sustainable brand innovation:

  • Start With What’s Sacred—a philosophy about winning, uniting and listening to like-minded devotees who can bring big ideas to scale;
  • Design Holistically—drawing inspiration from the genius of nature and the knowledge that all products exist within larger, complex social and environmental ecosystems;
  • Create Collaboratively—a tactic that’s similar to crowdsourcing but infinitely more strategic, curated and focused;
  • Be Playful in order to move beyond what’s expected and incentivize what’s possible; and
  • Disrupt and Delight by using the constraints of sustainability to inspire the creation of high-performing, game-changing products and solutions.

Disrupt & Delight is the latest in BBMG’s ongoing booklet series designed to share insights and takeaways to help organizations win market share and create real change. Last year, BBMG published Green the Team, a starter guide—based on the firm’s work with Walmart—that outlines steps companies can take to promote a happier, healthier workforce. Prior to that, the firm published Unleashed: How New Consumers will Revolutionize Brands and Scale Sustainability—which drew on three years of research into the highly influential shoppers who unite pragmatism and purpose with an unmatched level of brand participation.

About BBMG   

Founded in 2003, based in New York, BBMG is a nationally recognized firm dedicated to creating innovative brands that engage and inspire today’s sustainable mainstream consumers. By integrating branding and marketing with sustainability expertise and innovation protocols, BBMG helps organizations identify growth opportunities, forge new markets, create new brands and drive real culture change. Recent clients include NBCUniversal, MillerCoors, Brown-Forman, Walmart, Samsung, Seventh Generation and Earthbound Farm. For more information, visit bbmg.com.

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