Timberland's hugely successful Earthkeepers product line was conceived as an attempt to embody the company's established sustainability values in a tangible consumer-facing product, says Mike Harrison, Timberland's chief brand officer. The company was motivated to take that gamble after watching sales growth plateau, Harrison says, and has since seen the brand rise to make up 10% of its total sales. "That was one of the catalysts that said OK let's give this ago, let's see if we can make our values valuable," Harrison adds.

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