Sorry I'm rather late today, I had to go to Inverness to get my hair sorted out and whilst there I just had to pop into M&S like you do! I must say it's really been much too nice a day to spend in the hairdressers but never mind at least I haven't any roots now!
I received my copy of ethical Pulse today and there were some interesting things in there. One item was about ethical branding which followed on a bit from what I was talking about yesterday.In the last few years, there has been a big increase in demand for
ethical and green products and services. Following this increased
demand and a growing desire to reduce the negative impacts of
consumption, many new ethical and green businesses are being started
up. There are of course many large, established businesses trying to
ride on the green and ethical wave, but also a great number of small
businesses founded by individuals or groups that want to be able to
earn a living while making a positive contribution to the society.
On a positive note here I wanted to share with you that when I checked the Guardian links yesterday Sones is listed as an ethical company. Now I knew that but it was lovely to find that other people did too. But anyway I digress.
A further point made was the need to live up to your brand so that your name says ethical and quality. The
principles that you say are at the heart of your brand need to truly be
at the heart of everything your brand does. There is nothing that
consumers hate more than a brand that boasts and then doesn't deliver,
but there is also nothing consumers love more than a brand that
captures their imagination by fulfilling their promises in interesting
and rewarding ways. For example, Ecover's environmentally friendly
factory and refillable packaging, and Freitag's new flagship store in
Zurich built from reused shipping containers.
Well I hope that Sones is living up to it's name but if anybody has any problems do let me know won't you.
Linda
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