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Futureproof Brand

The Power of Principled Innovation

Marc Stoiber | Posted 11.05.2013 | Business
Marc Stoiber

Innovation is a hot topic. You hear daily about its democratization, globalization and acceleration. But in the all the breathless wonder at our speed...

The Hole In The NRA's Futureproof Brand Armor.

Marc Stoiber | Posted 03.17.2013 | Business
Marc Stoiber

I'm in awe of the NRA. As an outsider (aka Canadian) I see an organization whose continued existence as a political force defies logic. So what ma...

How to Focus Your Innovation Pipeline

Marc Stoiber | Posted 01.20.2013 | Business
Marc Stoiber

Built on a foundation of insights and purpose, a carefully orchestrated innovation program can do more to build the company's brand than any ad campaign. Consider the ongoing brand power of Apple's iPod/iPhone/iPad, or Toyota's Prius.

Green Fashion Brands: The Delicate Balance

Marc Stoiber | Posted 12.26.2012 | Business
Marc Stoiber

A major fashion manufacturer embarks on a journey to sustainability. Supply chains and operations are modified, new priorities added to governance, goals set and achieved. The entire product line grows greener by the year.

Futureproof Brand Secret? Uncomfortable Questions

Marc Stoiber | Posted 11.27.2012 | Business
Marc Stoiber

Today, consumers want brands that fulfill deeper emotional needs. Brands that are willing to be transparent and humble. Brands with sincere commitments to the environment, social equity and responsible governance. This is a far cry from consumer needs just a decade ago.

Can Your Brand See the Future?

Marc Stoiber | Posted 06.27.2012 | Business
Marc Stoiber

Ideas are wonderful things. But they need to be married to technology to come to life. The classic case is Leonardo da Vinci inventing the helicopter, but not having the internal combustion engine to drive it.

Building Ripples Into Your Futureproof Brand

Marc Stoiber | Posted 05.13.2012 | Business
Marc Stoiber

The concept of brand has rippled, or expanded, greatly with the rise of sustainability. Suddenly, it isn't all about limiting interaction to times re...

Getting Practical With Your Sustainability Brand

Marc Stoiber | Posted 04.01.2012 | Green
Marc Stoiber

The key is to make green practical, not painful. To innovate our way past sacrifice to shiny efficiency without really letting consumers know they're using less.