2011 Audi A8 Ad Parodies Goodnight Moon

I am sure that most of us are dreaming of driving a top model, luxury car. 2011 Audi A8 not only says “goodnight” with its new 60-second TV ad but also haunts our dreams with its refurbished design. Although it seems that this car cannot go beyond dreams for most of us due to its high price, who knows what the future will bring?

Nowadays, the 2011 Audi A8 is the centerpiece of a new TV ad, which draws inspiration from the 1947 children’s book Goodnight Moon. This ad is billed as a “prelude” to the German brand’s 2011 Super Bowl ad, which will also feature the A8. Instead of saying goodnigh to such benign things as “mittens and kittens,” the A8 ad says goodnight to “gluttony” and excess in the form of tiara-wearing poodles and roast pigs.

In the book, which begins “in the great green room,” a child says goodnight to such benign objects as “mittens and kittens” and “clocks and socks.” However, The A8 ad starts with a view of a sprawling mansion and then whisks the viewer into a dining room with a groaning table laden with a roast pig and mounds of food. “Goodnight, gluttony,” says the announcer. “Goodnight, Fluffy,” he continues, as the camera focuses on a pampered white poodle wearing a tiara. “Goodnight, stuffy.”

The A8 ad can be viewed here:

Audi of America said “The (ad) methodically says goodnight to the age of old luxury, defined by gluttony and excess,” in a statement that has been recently released. Audi, which is trying to tap into those memories with the ad, explained that “consumer impressions are based in nostalgia and formed at a very young age.”

On the other hand, the ad does not mention the high price of the the redesigned A8, whose base price jumped more than $3,500 to $78,925 versus the outgoing 2010 A8.

Nor does it mention the EPA (Environmental Protection Agency) ratings on the 2011 A8. According to the EPA, the A8 with the 372-horsepower 4.2-liter V8 (V engine with eight cylinders) returns 17 mpg (miles per galon) in city driving and 27 mpg on the highway. The 2011 A8 is also longer, wider and taller than the 2004-’10 model and bigger than some of the competition.

Audi is not saying what the A8’s Super Bowl ad will look like at this point. However, it said the ad is set to debut in the first break after kick-off February 6 on Super Bowl Sunday in addition to the “goodnight” ad, which had a national network debut on January 15 and 16 on CBS and FOX during the AFC and NFC divisional games.

Although it seems difficult to guess already viewer reaction to the A8 “goodnight” ad, automakers clearly seem to be taking the more conservative route with advertising in 2011.

Battle Of The Brands In Seasoning Market: Knorr Versus Maggi

There is a pitched battle between Nestle Nigeria Plc, producers of Maggi seasoning and Unilever since Unilever Nigeria Plc took over the manufacturing and sale of Knorr seasoning from Cadbury Nigeria Plc in December 2005.

Today, Knorr and Maggi are competing in the menu recipe of many Nigerian homes for top spot in the seasoning market. Virtually, in almost every meal served in the restaurants or in any social gathering, be it stew, vegetable soup, jollof rice, fried rice, beans porridge, moi moi, you will not miss the wonderful taste of these seasonings, which are definitely used while preparing any meal.

The one of the most intriguing questions is that “which of these brands could be ranked foremost among its competitors or the most popular in the market?”

Maggi, which had occupied a big space in the hearts of consumers before now, has managed to endear the brand to customers thanks to its marketing communication activities. For example, its annual “Cook for Mama” competition and recently, its Maggi Million and More Promo have produced 13 millionaires in 13 weeks. Moreover, some advertising materials created by Nestle not only strengthened its market presence but also entrenched the brand’s relevance in the market.

On the other hand, Knorr launched the Cook ‘n’ Win promotion where winners received cars as prizes as if it confirms that it is not left out in the fray. Furthermore, the Power of Meal Times campaign project was introduced by organising family picnics, as a way of preaching meal times bonding. In order to push the brand messages, Integrated Marketing Communication (IMC) concept was used as an effective tool.

According to the results of a recent random survey conducted by Vanguard investigation in Lagos, Abuja, some parts of the North, East, and South-South, Maggi controls about  43 per cent of the market compared to Knorr’s 41 per cent. Although Maggi is the oldest in the market, there is no doubt that Maggi is facing a serious challenge in the leadership position, by losing its first comer advantage in the market.

Probing further into public acceptance and perception of the brands, it was found that both seasonings are readily available at supermarkets, open markets and street shops, and well packaged too, which respondents say they liked. However, 45 per cent of the respondents said the price of Knorr was worth the value offered by the product, while 55 per cent said the price was on the high side compared to Maggi. On taste, 60 per cent preferred Knorr taste for its salt level, against Maggi’s 40 per cent.

For example, a house wife interviewed in the survey, namely Mrs. Josephine Ikechi, said that she switched over to Knorr from Maggi due to the salty nature of Maggi. She added that Maggi made her miscalculate the amount of salt to add to her cooking.

However, 60 per cent of respondents admit they are aware and could easily recall Maggi’s marketing communication tools on television, radio, billboards, posters, magazines, internet and directional signs and other below-the-line platforms, as well promotional items, compared to 40 per cent respondents who recall Knorr’s promotional activities.

It seems that Knorr, working assiduously to outwit Maggi, has something wrong in advertising and promotional activities to endear the brand in the perception of customers. According to the respondents, the reason why Knorr lags behind is about its promotional engagements.

According to Vanguard investigation about the seasoning advertising exposure by media types, Maggi was recorded to have 22 per cent in the television advertising exposure, 11 per cent in radio, 5 per cent in the Press and 19 per cent in the Out-Of-Home; OOH (Billboards); while Knorr had 18 per cent in television advertisement, 9 per cent in radio, 5 per cent in the Press and the OOH it had 17 per cent.

In order to have a larger market share, both seasonings seem to be in a competitive struggle by using various tools including advertisement, pricing, personal selling, activations, distribution network, value addition, quality control and sales promotional activities.

Unless this struggle is over, the soup in our saucepan will keep on boiling. So don’t forget to blow on it!

Social Shopping With “Gloople”

“Not only harness the power of social conversation but also increase your social media ROI with Gloople”

E-commerce has gained momentum over the last couple of years with many sophisticated e-commerce sites. After Facebook has integrated e-commerce features and options on its pages and created the new concept of ‘Social Shopping’, many brands and retailers are turning their face away the popular networking sites to promote trade and branding. So it has become a rule that as Facebook gets excited about something, brands listen. Recently, Facebook has declared that 2011 will be the year of social commerce revolution.

“Social Commerce excites me – we already know how powerful recommendations from friends can be and the group shopping experience can easily be replicated through social commerce…the potential here is huge,” says Facebook’s UK & Ireland PR chief Sophy Silver to the “Guardian”.

Gloople, the UK’s first integrated social sharing e-commerce platform with full mobile functionality, is up for this challenge. It’s designed to provide a powerful and affordable e-commerce option for SME brands and retailers. Also, it enables them to automate engagement with their consumer online.

Gloople’s name conforms with its mission, as Gloople = Glue People. Glue social commerce tools create an easy to use e-commerce platform which is designed with the end-buyer (People) in mind to do the selling for the brand owner.

Gloople is available not only to licence but also to purchase with a range of customisable options for your business. Thanks to Gloople, consumers can easily make direct purchases from a brand’s embedded store without having to leave the comfort of their social networking ‘home’. Since there are links with social media sites such as Facebook and Twitter, every user’s purchase is automatically shared with their Facebook and Twitter networks, which communicate this online purchase behaviour to their entire social community by sending the brand viral. As a result, this sharing parlays e-commerce into social currency.

“Brands can now interact directly with consumers online in an enjoyable way, which enables the consumer to become an advocate, who shares their experience whilst building a bond with the brand and evaluating the products they wish to purchase. Consumers spend 1.5 more time on the internet who use Facebook & Twitter.” says Warren Knight, Gloople Co-founder and Director.

Moreover, they already have applications such as American Express’ iPhone app Social Currency which allows users to show off purchases made on their AmEx card to their online community.

It is truism to say that consumption and purchase preferences reflect who we are and most probably we want to share our online purchasing behaviour with our peers as these preferences are combined with the allure of social media. We have been already sharing our location with the world and now it is time for showing off our latest purchases.

In addition to providing brands with a fully customisable online sales platform, Gloople also helps them engage directly in commercial activity with their online fan base through controlled social media interaction. In return for further online interaction with a brand using Gloople’s GroupBuy facility, Gloople offers rewards and incentives. So the brand’s online community is no longer simply a fanbase, but an empowered salesforce, expanding with every ‘tweet and ‘like’.

Gloople’s Social Hub facility provides online consumers with an arena to share purchase stories, advise and recommendations, promoting a sense of community and conversation under the watchful eye of the brand. Furthermore, Automated Discount is another facility that shares consumer purchases and gives an immediate discount on that purchase or a voucher for a next time purchase.

Gloople, which is fully equipped to meet the demands of the Smartphone user, With a unique mobile application, it is possible to have branded search capabilities and even a payment system.

After all, are you still keen on traditional shopping without becoming social???

Samsung’s New Campaign: “TicToc Girls”

Although I lived my childhood and teenaged years to the full,  I feel as if it was a short dream. Especially, I feel unlucky whenever I wonder around a toy store and see new technological tools designed for teenagers. If I were a young girl, most probably I would be seduced by Samsung’s new campaign and insist on TicToc MP3 player by telling my father about its features.

After completing its five-month-long marketing initiative, Samsung has selected two UK teenagers as “TicToc Girls” to promote the TicToc MP3 player which was launched in July. Samsung Electronics Co., Ltd. (http://www.samsung.com/) recently announced that the selection of two 15-year-old girls would represent the company’s new motion-operated digital music device designed especially for girls and young women. These girls who embraced today’s fashion- and music-conscious teen culture serve as the face of the New MP3 Player Geared Toward Girls and Young Women. “TicToc Girls” Final Pop Music Video has debuted on Samsung Facebook and YouTube Pages.

Samsung selected Emily Doherty and Bethany Yates, coming from the United Kingdom, as the winners of the TicToc Girls Audition, which was a free-to-enter “Star Search”-type competition and open to residents of the United Kingdom, France, Italy and Spain between the ages of 14 and 21. Also, Samsung developed and promoted a Facebook application for each of the four participating countries in which users could watch a demonstration video of the choreography and lyrics, and submit their own version upon completion. Thanks to this competiton, Samsung can find the first-ever “TicToc Girls”.

The debut of the “TicToc Girls” final pop music video reflects the culmination of a digital- and social media-driven marketing initiative in recent years. Especially, Samsung’s “TicToc Girls” marketing campaign shows that the company regards Facebook as the hub for the campaign by seeking to align high school and college-age girls with the TicToc MP3 player, which is a motion-activated, shuffle-type music player.

Facebook page, which went live in August 2010 can be viewed here: (http://www.facebook.com/TicToc)

The “TicToc Girls” pop video can be viewed here:

“Today’s generation of young girls wants to tell their own stories, rather than be told what to do, and they want to share their stories with their friends,” said, senior vice president of mobile marketing, Samsung Electronics. “What we found is that friendship is everything to this demographic. And friends share everything. In order to position the TicToc as the music player of choice for this target, the natural progression was to heavily utilize Facebook, as it provides the ultimate medium for teenage girls to share information with each other.”

This campaign has focused on both building the brand and creating product awareness through user participation and interaction. Not only Facebook page but also a YouTube channel (http://www.youtube.com/dothetictoc) has been used as a tool to emphasize the brand in a TicToc dance instruction video, the Professional music video and the behind-the-scenes footage. Although it seems a short period since the campaign has been launched, it has generated a great deal of fans and video entries by establishing a strong fan base and creating a high count of monthly active users.

“The search for the Samsung ‘TicToc Girls’ was an overwhelming success for the TicToc brand, generating tens of millions of online impressions across four European countries,” YH Lee added. “Every teenage girl dreams of becoming a pop star, and Samsung provided a unique, once-in-a-lifetime opportunity to star in a music video produced by music industry professionals.”

Participants in the “TicToc Girls” Audition, who were competing for a four-day trip to Seoul, Korea, tried to shoot a professional pop music video. Also, a film and photo collage of the trip; a gift package with the Samsung TicToc MP3 player; and video and photo displays were on Samsung Mobile’s channels. In order to attract attention of potential participants, Samsung developed and promoted a Facebook application for each of the four participating countries, in which users could watch a demonstration video of the choreography and lyrics, and submit their own version upon completion. Also, in the page there were some options to invite friends to audition as well as view other competitors’ uploads.

The first girl-friendly and motion-activated MP3 player, Samsung TicToc is available in 2GB and 4GB versions, the device supports MP3, AAC, WMA, Ogg, FLAC and WAV files and a battery life up to 12 hours.

Frito-Lay Goes Au Naturel With All Natural Ingredients

In recent years there are many trends towards having a healthier life. I am using the word “trend” because I have some question marks in my head: This tendency towards a healthier life might be temporary and people may give up following this trend by focusing other issues. Temporary or permanent, the fact is that today consumers are much more informed about the requirements of a healthy life. As they are buying a product, they are questioning whether it is healthy or unhealthy, organic or artificial, fattening or not. Also, aesthetical concerns of consumers are showing an upward trend with the idea of becoming zero-size imposed by media.

According to Mintel’s Global New Product Database, approximately 14 per cent of the new food and drink product launches in the US last year were marketed on a an all ‘natural’ label claim. The fact is that many companies have been aware of this growing trend. Frito-Lay is only one of the companies which have realized this growing trend and made a move.

PepsiCo’s Frito-Lay North America division has announced that approximately 50 percent of its product portfolio will be made with all natural ingredients, including three of its biggest brands; Lay’s potato chips, Tostitos tortilla chips and SunChips multigrain snacks. Frito-Lay spokesperson, Aurora Gonzales comments that the move is motivated by consumer demand.

The snack food maker said that more than six dozen varieties of Frito-Lay products will be made with all natural ingredients including all the flavours of Lay’s potato chips, Tostitos tortilla chips, SunChips multigrain snacks, Baked! snacks, and Rold Gold pretzels by the end of 2011. The snacks will not have any artificial or synthetic ingredients, and will not contain any artificial flavours or artificial preservatives, nor synthetic ingredients such as monosodium glutamate (MSG).

Ann Mukherjee, Senior Vice President and Chief Marketing Officer, Frito-Lay said that: “As the snack food category leader, we have insights that show consumers are seeking a wider range of products made with all natural ingredients.. we want to provide our customers with a broad portfolio of snack options that taste great and are made with real food ingredients.”

New products made with all natural ingredients are now becoming available at retailers nationwide with more products launching throughout 2011. The reformulated products will be easily identifiable in stores because there will be a stamp on package that calls out that the product is made with all natural ingredients, with no MSG, artificial preservatives or artificial flavors.

Frito-Lay is launching the largest integrated marketing campaign in the history of the company in order to support the transformation. The portfolio-focused, 360 degree marketing campaign during the Tostitos Fiesta Bowl is coming on the scene. Also, Frito-Lay plans to use digital media to drive consumers to not only its Facebook page but also individual brands’ Facebook pages. As a result, company can take advantage of the broadest portfolio of consumer products which include a Facebook URL to date.

The crowning touches of the campaign will include not only television/print advertising, but also in-store promotions. Within this framework, Mukherjee said “Throughout the campaign, Frito-Lay is highlighting our ‘seed to shelf’ story, which shows the care and pride that goes into every step to make our products, from the real ingredients that we use, to the real culinary arts and quality employee experts,” adding that “We are pulling back the curtain and inviting consumers to learn how our products are created, from our kitchen into theirs.”

Although the answer of the question “guilt-free snacking” is No, the answer of the question “less guilt” is Yes with this move. You will decide to eat or not to eat.

New Pepsi Logo in Turkey

New year has just come with the winds of change for some brands such as Starbucks and PepsiCo, which are refreshing their logos. Yesterday I wrote about the “logo-change” of Starbucks that has infruated loyal customers and created a fervent dispute. However, Pepsi seems to be more acceptable by loyal customers.

Pepsi has declared that it will use its new logo refreshed with a slogan “Refresh Everything” in Turkey, in 2010. According to the statement made by PepsiCo, the brand, which has started to refresh its logo in the first days of new year, is planning to complete its logo refreshment practices until April.

Pepsi has not only refreshed its logo 10th time in its 111 years history but also aimed to reflect its brand dynamism on its logos.

Vice President of Marketing for PepsiCo Beverages Deniz Aktürk Erdem, indicated that Pepsi, as a brand, prefered “dynamism” and to add value its consumers, which is the reason of bringing constantly innovation to Pepsi’s logo designes and slogans. He also added that 2011 will be the year in which Turkey will meet Pepsi’s new smiling logo.

New Starbucks Logo Infuriating Loyal Customers

Most probably Starbucks is the first name that comes to mind as you want a cup of coffee. It is not only easy to come by all around the city or shopping centers but also marvellous enough to make you addicted to Starbucks, to this iconic brand.

The green logo of the company, with a female siren including its name and the word “coffee”,  is instantly recognizable. This logo as a shorthand symbol seems to represent far more than just a brand of coffee. As a result, the brand comes to embody the myth by developing a unique identity over time.

Recently, Starbucks Corp, the world’s biggest coffee chain, has unveiled a new logo by omiting its name and the word “coffee”, infuriating loyal customers and self-described Starbucks fanatics. Among hundreds of comments on Starbucks’ website, wanted the company’s name to be put back into the logo.

For example, one customer wrote: “I have been a big supporter of (Starbucks) since the early days, taken expensive rides in taxis to get my morning coffee, even waded through two feet of snow in my business suit … but I do not see the logic of your Business Development folks for the removal of the Starbucks name.”

However, this change, announced during a Webcast of a company meeting, comes as Starbucks is building new billion-dollar brands sold outside its cafes.

“Even though we have been, and always will be, a coffee company and retailer, it’s possible we’ll have other products with our name on it and no coffee in it,” Chief Executive Howard Schultz said on the Webcast.

Despite general disappointment expressed by U.S. consumers in response to the redesigned Starbucks logo, scientists believe the move could do good to the company as it will likely generate more brand loyalty among new customers in countries such as China, India, Taiwan and Singapore.

“The logo of a brand is much more than a pictorial representation of the brand. For consumers who are highly committed to the brand, the logo represents a visual conduit that enables a customer to identify with the brand,” said Rice University Professor of Marketing Vikas Mittal.

According to the studies conducted by Vikas Mittal and his team, highly committed consumers who have very high levels of brand attachment regard any changes to the brand conduit-the logo as a violation of the psychological contract between the brand and the consumer. Moreover, Mittal and his team discovered that the higher the consumer’s commitment to the brand, the more negative the consumer’s reaction to any changes in the logo design.

Executives said the logo, designed in-house, would appear first on paper products like cups and napkins in March. On the other hand, Starbucks declined to say how much it would cost to switch to the new logo.

We don’t know whether highly committed customers, who are also often the heaviest consumers of the brand, will calm down and feel again connected to the brand or not. The important point is that companies must carefully manage the process of refreshing their logos.

Turn Your Profile “Artsy” With Schweppes App

As television – industrial complex agonizes with the emergence of social media and its creative applications, consumers begin to fully exploit the creative possibilities of the new Facebook profile page photo layout. Some Facebook profiles not only catch your eye but also make you think: how in the world did they do that? At least one marketer, namely, Schweppes has just simplified the process for the… less artistic of us by taking advantage of recent improvements to the Facebook profile and giving that Facebook profile an artistic makeover.

The beverage firm and its Amsterdam-based digital agency (social media marketing agency), Super Social have just introduced an app called Profile Yourself that makes it easier for users to do cool stuff in presenting their social networking info. So users can run one giant photo via multiple windows on a profile page. The company works with French artist Andre Oudin, who has discovered that facet of the new layout.

Oudin took advantage of the vertical photo slot on the left side of the page and the five windows to the right to make it appear like his face was looking through the profile page. Others have also offered their own twists on the new layout.

First, you need to ‘like’ the Schweppes Facebook page to download the profile app. Then all you have to do is to launch the app on Facebook itself, load an image of yourself (horizontal pictures are easier to work with), carry out a few simple operations, and let the software help those without Photoshop skills and with little time get a handsome new profile. Amaze all your Facebook friends with the new app. This is like a magic and only thing you have to do is let this magic begin.

“The Schweppes Profile App is another way to honour those consumers who have contributed in making what the Schweppes brand stands for today,” the partners say. “The app is perfect for those people who have strong personalities, are self-assured and really want to express themselves in a creative and sophisticated way.”

Here’s a video on how the Schweppes app works:

Vaseline In Turkey Market

Vaseline, the first cream brand of the world, brought in Turkey personal care market by Unilever, will tell Turkish consumers about skin care consciousness and show skin miracles in Turkey.

Although Vaseline was made initially by the Chesebrough Manufacturing Company, Unilever purchased the company in 1987. It has been considered generic in some countries like Chile and Brazil, where the Unilever products are called Vasenol.

Unilever, the FMCG giant, declared in a press conference held in Esma Sultan Mansion at January 6, 2011 that it has launched Vaseline, which is the first cream brand of the world, in Turkey market. Unilever Vice President of Marketing for Home and Personal Care Zeynep Yalım Uzun, Skin Care Category Brand Manager Gülden Duykan and Dermatologist Prof. Dr. Serap Öztürkcan participated in this conference and shared information about usage habits of skin care products and Turkey market for skin care products.

Thereby, Vaseline is providing moistiniser lotion, cream and lips care products included in product portfolio in the world markets, in Turkish market for the first time. Under launching campaign, commercial film prepared for the brand will be shown on TV channels.

Zeynep Yalım Uzun, Unilever Vice President of Marketing for Home and Personal Care, emphasized that they were aiming to be a leader in the category of personal care, which grew 8 per cent in Turkey and 4 per cent in the world in 2010. With this growth, the size of personal care category reached 520 billion TL and skin care got a share of 44 per cent. Turkey personal care market reached almost 2.5 billion TL including 745 million TL of skin care products. Uzun also informed that they would soon bring product portfolio for men into Turkey market, which is still open to improvement compared to European countries.

Brands Giving The World The Green Light

Nowadays as consumers we all have social responsibility concerns towards the world, which is on the verge of global disasters such as global warming, desertification, flood, famine and so on. We are trying to built a new world by accordingly changing our consumption habits, brand preferences. We are interested in not only the campaigns that are exclusively about logo, design, ad copy, tag lines and color combinations but also global concerns of the brands. The result is that  ‘branding exercises’ about only advertising and PR is not creating sustainable quality for major brands.

Brands that respond these global concerns of consumers are becoming the winners in this process by eliminating the others that are further away from these concerns by focusing on profit maximization. Therefore, only brands giving the world the green light is building relationships that result in customer loyalty in the long-term.

Today brand owners such as Procter & Gamble, Nike and Microsoft are focusing on enhancing their green credentials. This focus not only brightens our poor world but also makes them giants of the world by giving them competitive advantage.

Procter & Gamble, which published first paper evaluating the environmental safety the products in 1956, pioneered the concept of life-cycle development. It has established targets like powering plants solely with renewable energy, only utilising renewable or recycled materials in manufacturing and reducing the waste going to landfill to zero.

“By 2050, we estimate that there will be 9bn people on the planet,” said Len Sauers, Procter’s vp, global sustainability. He also added “P&G will have to change to meet the challenges of solid waste, climate change and water availability.”

The Dream Machine programme conducted by PepsiCo‘s US beverage arm is seeking to recycle 20m pounds of bottles and cans this year and extend its use of recycled content for containers. It is also rolling out new, low-carbon agricultural techniques when growing oranges included in Tropicana.

According to Tim Carey, director of sustainability and technology at PepsiCo Americas Beverages, shoppers that make buying decisions based on the environmental record of companies would soon increase.

“Sustainability at PepsiCo has evolved over the past few years to be something that we consider, measure and apply in a way that reaches every aspect of our business – from how we develop packaging, to how we bring our products to market, to how we engage our consumers,” he said.

Microsoft is another company that has a focus on a similar process to integrate the sustainability agenda into each element of corporate governance. They are seeing sustainability as an area of interest to being embedded in everything they do. However, according to Rob Bernard, Microsoft’s chief environmental strategist, further work should still be done by big industry players to make a difference in the long term. He is also aware of the fact that all the changes needed to ensure sustainability cannot be come on the scene in a year. “If asked what story I’d like to tell in 2022, I’d say that I envision a radical evolution of the entire energy infrastructure,” he said.

Sportswear specialist Nike has built the GreenXChange that is an information-sharing hub to spur collaboration and foster a collective response. In order to assess the ecological impact of potential launches the Environmental Apparel Design Tool has been introduced.

“These are market-based solutions that address sustainability challenges,” said Hannah Jones, Nike’s vp, sustainable business and innovation.

Actually, Warren Wilson, a senior analyst at research firm Ovum emphasizes more tangible advantages to this kind of approach. “Adopting more efficient processes can reduce energy costs and wastes, and also can deliver top-line improvements by strengthening the brands of those companies that are committed to the green economy,” he said.

In conclusion, brands addressing sustainability challenges not only give our poor world the green light but also make a good investment to create strong brand identity in the minds of consumers and maintain this strength in the long term.