The "militant visionary" responsible brands

The "militant visionary" responsible brands

Author: Claire Bourrasset, CSR Strategic Planner - Pixelis.

Last April, we revealed #TheSustainableBrandTest, a test for discovering if you are a “technician” responsible brand, a human one or an innovative one, and how to adapt your brand language accordingly.
 
To find out which responsible brand you are, click here to take the test!

After a close-up on the "technician brand" and on the “human brand”, this month we are taking a look at the “militant visionary” brand!

WHAT IS A MILITANT VISIONARY BRAND?

When it talks about commitment, the militant visionary brand does not mince words. With a truly inspiring vision of the future, it gives itself the means to achieve ambitious goals. It upsets lines with its disruptive innovations and unusual approach to responsibility issues. It reinvents business and spreads its ideas like wildfire to show the way… leaving it up to others to follow!

WHAT ARE ITS WEAPONS?

Crowd-sourcing, viral (digital or street marketing), a disruptive offer…

SOME EXAMPLES OF COMMUNICATION TO INSPIRE "VISIONARY MILITANTS"…

 

• BEN & JERRY'S launches the SAVE OUR SWIRLED OPERATION (IF IT’S MELTED, IT’S RUINED!)



Watch the video: "Join the Climate Movement!" 

This year the COP21 conference takes place in Paris. It is a crucial event for the future of our planet and Ben et Jerry’s gets that. Determined to not let the ice melt, the brand is launching a big campaign to mobilize people to fight climate change. And since it understands that when it comes to sustainable development, it’s better to be accompanied that on your own, it has joined forces with mass media to increase its impact.
Results: an online petition with Avaaz to ask decision-makers for 100% clean energy by 2050 and the creation of a funny news channel to sensitize the public on the issues of global warming: “Climate change: too hot to handle” on The Guardian. site 
 
We love:
• A brand that commits to a serious topic while keeping its lighthearted spirit
• The campaigns that mobilize consumers and create brand closeness
• The connection created with the brand and the cause, supported by the idea of “ice”: it nourishes the mindset and makes the approach consistent

 

• INNOCENT AND THE BIG KNIT 


Watch the video of the Big Knit operation

For 9 years already, Innocent has been committed to the elderly with its campaign, “The Innocent Big Knit”. Every winter, the brand mobilizes the “nice guy” community and asks them to knit as many mini-hats as possible that it displays on-shelf on its little bottles. For each hat-bottle sold, a portion of the proceeds goes to a non-profit that helps needy older folks (in France: Les Petits Frères des Pauvres). Enough to keep everyone warm all winter!
 
We love:
• The campaign by and for consumers. The brand only plays an intermediary role to connect the different communities.
• An original promo-sharing campaign that helps Innocent bottles get noticed in stores at a time that does not seem favorable: a win-win partnership!
 

• THE NORTH FACE AND THE BACKYARD PROJECT 


Watch the video about the project

After meeting a cotton producer a few miles from their headquarters, The North Face took a wild gamble: designing a hoodie that is 100% local. That was how the Backyard Project came about. The challenge is to gather all the materials needed to produce a hoodie within a 150-mile radius of the company’s head office in California. While it was unable to totally meet the challenge since the weaving had to be done in South Carolina, the brand did succeed in demonstrating its boldness by redesigning the clothing from every aspect: sustainable cotton, maximum reduction of fabric scraps, working hand-in-hand with local farmers and artisans… and it worked! After just 5 weeks, the limited edition hoodie was sold out! A fine victory for the brand that does not intend to stop there…
 
We love:
• The project conducted by passionate employees in-house
• The local work with suppliers enhanced throughout the entire campaign on the project
• The brand that “owns” its semi-failure and takes an optimistic approach: it is a first step that has already helped transform the way they work
 

• THE UNILEVER FOUNDRY



 
Unilver launches The Unilever Foundry: an open innovation center to improve its offer. Startups, creators, designers, inventors… are invited to work together via a series of challenges announced on the platform to help the group reinvent itself from the inside. When we know that the brand has more than once announced its desire to reduce its environmental impact while doubling its size by 2020, we understand that this center is an inescapable creativity tool for the firm. Recently, the brand decided to go even further by engaging the consumer public with the The Foundry Ideas platform: a crowdsourcing platform open to all of its stakeholders.
 
We love:
• A brand in step with its times, that realizes the necessity of reinventing its business and that has given itself the means to achieve this ambitious goal
• The federation of all of its creative forces and stakeholders around its corporate project that drives its success and strengthens each person’s connection to the brand
• A new platform that continues to prove that everyone can be an agent of change and that nourishes the brand claim, “Small Actions, Big Difference” along the lines of the Sunlight Project



CHECK OUT OUR ARTICLES…
THE "TECHNICIAN" RESPONSIBLE BRANDS
THE "HUMAN" RESPONSIBLE BRANDS
 
FIND OUT MORE ON OUR WEBSITE !