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Happiness as a Practical Driver of Brand Strategy: Leveraging the ‘Halo Effect’ to Make Sustainable Products Desirable

One of Silicon Valley's hottest startups is sparking consumer interest in its plant-based Impossible Burger not by leaning on dry positive-impact statistics, but by promoting the taste, coolness and even "delight-factor" of the product. As the first head of communications for Tesla Motors, Rachel Konrad brought indispensable expertise in creating the brand "halo effect" and she'll share how every business can benefit from that type of strategy.

Rachel Konrad, Chief Communications Officer, Impossible Foods

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Brands