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for the cool, calm, confident & connected world |
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Introducing the ethical brand
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eb window sticker (above) clearly identifies
the premises of an authentic Ethical Brand |
Any organisation that is genuinely committed to doing the right thing is what we call an ethical brand. We authenticate ethical brands and as we validate
each one we're unlocking commercial potential by enabling it to be instantly recognised as the 'right choice' in any market, anywhere on the planet.
Yes, that delivers a meaningful competitive advantage to each of these organisations, but that is only half the story, because genuine and authentic
ethical brands are taking competition to an entirely new level by engaging all of their stakeholders as genuine partners in the social, economic and
environmental challenges facing the world today.
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Why Bother?The global consumer market for ethically produced and traded products and services is estimated
at US$ 300 billion in 2008 and set to quadruple by 2012 ( based on data compiled from various sources).
The migration of mainstream (apparently 'care less') expenditure to these products and services is accelerating. In the UK, for example, the
Co-operative Bank reports that household
spending in this area is growing at 3 times the rate of growth in
overall household expenditure. All of this, however, reflects only one dimension of a far more substantial and
historically significant commercial event, which is not being driven by the latest 'must have' gadget or service, but
by a rising groundswell demand for change. That not only accounts for ethical consumption, but a much broader
range of branded investment, health, education, employment, transport, energy and lifestyle choices. |
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If you are genuinely committed to ensuring that your organisation is 'doing the right thing' then you should be pleased to know that we couldn't have made it any
easier to start translating that commitment to your bottom line - right now. Simply register your ethical brand
to start the ball rolling. What's more, you can even do that free of charge. If you're at all concerned about managing things like risk
assessment, confidentiality and communications, rest assured we have those bases covered for you too. You remain in complete control of the entire
process of activating your authentic ethical brand. For example, feedback lies at the heart of our methodology and all feedback is not only rigorously
validated to eliminate abuse, but shared with you and or your nominees in realtime and always treated in the strictest confidence so that you can
respond to issues instead of react to symptoms.
Right now we're also inviting suitably qualified professionals to join our international network of ethical brand Associate
Professionals™. Each member is an authentic ethical brand in their own right, as well as being qualified, positioned and supported
by Ethical Brand (International) to advise and support ethical brands of all shapes and sizes anyywhere to define, plan, activate and exploit the
ethical brand Identity® for their own accounts. After all, what's good for ethical brands can only be good for the economies, environments and communities they touch.
These are very challenging times. Change is happening at a furious pace and unless we are part of the solution we're almost
certainly part of the problem. What do the stakeholders in your brand expect you to be? How can you succinctly communicate your position with absolute
confidence and the utmost credibility? Easy. Register now to join our growing wordwide community of
like-minded organisations and individuals who are instantly identifiable as part of the solution. Alternatively, please
contact us for a confidential, no obligation consultation. Θ
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Vital Signs |
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"Hearsay: the Devil’s Radio." Oliver Herford |
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This page last updated Monday, 16 March 2009 | |
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