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Brands for Future – St.Gallen Marketing Review Artikel

New #Publication & Good news for #BrandsforFuture – How to think and plan #brands and #brand conception in the course of a holistic and sustainable #corporate strategy and against the background of comprehensive #regulation by #csrd# greenclaims #csddd etc.? I have pursued this question together with my colleague Jan Dirk Kemming. The result is a proposal for a new #brand model, which we have now had the honour of presenting in the current issue of #MarketingReviewStGallen (@HSGStGallen) entitled ‘The Role of #Marketing in the #GreenEconomy’. A key aim of our #Scope model is to increase the connectivity of general management and #sustainability management on the one hand and (sustainability) communication and marketing on the other.

We also wanted to broaden the view and focus on what is ultimately the purpose of all sustainability efforts: the #Impact, which by its very nature needs a broader focus. My first thanks go to my great colleague Jan Dirk Kemming for the impulse and the great and committed cooperation. Many thanks also to Prof. Dr. Johanna Gollnhofer and the Marketing Review team for the excellent coordination and organisation of the review process. We look forward to your feedback and suggestions and hope that the new model will provide many ideas and impulses for practice and research. Please get in touch with us if you have any suggestions etc. The next suitable venue for a direct discussion could be the BAM! Bock auf Morgen Festival in #Berlin, where I might be on site for a panel. We are also in the process of publishing a book on the topic of brand & #sustainability for

@Springernomics . If you would like to contribute an exciting #brand case, please get in touch with me. #sustainabilitycommunication#csr#greenwashing