5 steps to sustainable-branding success

08/12/2010 | Bloomberg Businessweek

To stay ahead of the sustainable-innovation curve, companies need to tap into five key principles, argues Marc Stoiber, vice president for green innovation at Maddock Douglas. Tie innovation to your company's core principles, stay close to your customers' actual needs, and allow credible and competitive branding to emerge as part of a two-way conversation with your consumer base, he notes.

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