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The Power of We: A Quick Case Study in Brand Collaboration, and a Call for More of It!

Many brands are trying to motivate consumers around similar issues -- water conservation, energy efficiency, recycling, buying organics, etc. Yet many Sustainability Directors have limited resources with which to get the job done.

In the summer of 2011 Procter & Gamble, Lowe's, Kohler, Bosch and EPA's WaterSense program came together with Shelton Group to tackle an issue relevant to each of them: water conservation. Their experience bears out that several brands together can make a bigger impact than a brand alone and that there truly is strength in numbers. Here’s the story behind the campaign, how the brands came together, what worked about the collaborative approach and the lessons learned along the way. In addition, hear some of the other emerging issues consumers care about that would benefit from brand collaboration.

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