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Right now. For tomorrow: Launching a purpose-driven sustainability brand

Author

Listed:
  • Breindel, Howard

    (DeSantis Breindel, USA)

Abstract

Although corporate sustainability campaigns are common, rarely do brands begin with ecological concerns, rooting their identity in a pre-existing commitment to protecting our planet. ENGIE, a multinational energy and services company, sets such a project in motion in 2019, establishing a one-of-its-kind company that combined existing data and execution capabilities with consulting and analytics in order to facilitate a quicker transition to a carbon-neutral economy. Translating this driving purpose into a full brand positioning, messaging, company name, visual identity, website and launch strategy, the resulting brand, ENGIE Impact, quickly established the business as a thought leader and trusted partner in a new and vital space. As such, a comprehensive ENGIE Impact case study provides marketers and strategists with a blueprint for launching purpose-driven business-to-business (B2B) brands.

Suggested Citation

  • Breindel, Howard, 2021. "Right now. For tomorrow: Launching a purpose-driven sustainability brand," Journal of Brand Strategy, Henry Stewart Publications, vol. 10(2), pages 121-126, September.
    • Handle: RePEc:aza:jbs000:y:2021:v:10:i:2:p:121-126
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    Cited by:

    1. Gabriella D’Amore & Maria Testa & Luigi Lepore, 2023. "How Is the Utilities Sector Contributing to Building a Sustainable Future? A Systematic Literature Review of Sustainability Practices," Sustainability, MDPI, vol. 16(1), pages 1-19, December.

    More about this item

    Keywords

    corporate social responsibility; sustainability transformation; brand naming; brand launch; energy and utilities; B2B branding;
    All these keywords.

    JEL classification:

    • M3 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising

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