February 2, 2012
	News & Tools for Forward Thinking Brands
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	Make Practical Green Part Of Your Futureproof Brand When it comes to green, virtue doesn’t work. That is the sadly obvious conclusion reached by The New York Times’ John Tierney a few weeks back.The key is to make green practical, not painful. To innovate our way past sacrifice to shiny efficiency without really letting consumers know they’re using less. I believe this sage advice is key to building a futureproof brand. Read More...

	ALSO THIS WEEK				Solution Providers:
	Coke Gives Itself a ‘B’ for Sustainability Under GRI Guidelines The Coca-Cola Company released its eighth system-wide Sustainability Report, following – for the first time – the disclosure and reporting requirements of the Global Reporting Initiative (GRI). Coke reported against the GRI’s key performance indicators in the areas of economic, environmental and social performance and self-declared a “B” grade against the new GRI G3.1 guidelines. This year’s report also received verification by a third party agency. Read More...
	Three Thoughts on Apple and Insanely Great Brand Leadership It’s hard to think about brand leadership without thinking about Apple, now neck-and-neck with ExxonMobil as the world’s biggest company by market cap. Last week, Apple was top of mind for many of us, with two major pieces of reporting: the UK release of Adam Lashinsky’s book, Inside Apple, which describes in part-admiring, part-unmerciful detail Apple’s tough organizational culture, and the New York Times’s excellent investigation into conditions in Apple’s supplier factories in China. Read More...
	Tesco Gives Up On Carbon Labels Tesco is abandoning its industry leading effort to place carbon labels on all of its products, according to The Grocer. The UK-based grocery chain decided that determining the carbon footprint of every Tesco-branded product was too expensive and time consuming. Each product required several months of research, the company said. Read More...
	Chevrolet Creates Environmental Label for New Cars Chevrolet will begin placing environmental information about new cars on a window sticker this year, a first for the U.S. auto industry, which is looking to communicate a shift to greener operations and vehicles. In addition to the standard window label, which contains the EPA-estimated miles per gallon (mpg) figures, Chevrolet’s new “Ecologic” labels will feature information about manufacturing, driving and recycling. Read More...
	SC Johnson Completes Full Disclosure of Fragrance Ingredients SC Johnson released a comprehensive list of the fragrance ingredients found in the company's products on its relaunched ingredient disclosure website, www.whatsinsidescjohnson.com. SC Johnson says it assembled the so-called Exclusive Fragrance Palette over the course of more than two years in an effort to help customers feel confident about the ingredients in products like Windex, Glade and Pledge. Read More...
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