The checklist that will save our world and maybe your brand too!

Brands all over the world – Google, IBM, Nike, BMW, Porsche, Starbucks, Coca Cola & Levi Straus, they all say the think about sustainability. What about your brand?

Sustainability is a beautiful word, especially in terms of how it affects brands. The true meaning of it is ‘the capacity to endure’ and that’s more or less what every brand owner wants out of his brand or company – endurance. Then of course I do think most of you know that the meaning of it today is about authenticity, what your brand actively does in order to make the world a better place tomorrow than it is today. Whatever your business is, rest assured that you are tearing the earth resources down as you’re producing your products and delivering your services. Sustainable brands take responsibility and make sure they’re leaving a better world behind. Only then will you be able to maintain a brand that is loved over time.

One of my regular reads, the David Report Blog, published a ‘bulletin’ on sustainability about a month ago. The report called; ‘A checklist for sustainability’ presents seven steps that will raise questions, thoughts and hopefully provide you with some ideas on how to make sure your brand doesn’t only take but also give something back. The checklist is based on the Sustainable Wheel, a holistic vision of sustainable design developed by the knowledge company Designboost.

It’s a great read and we got no time to loose, so point that clicker of yours below and get started! Who knows, you might end up turning your brand into a modern one. And even better, you might end up making the world a better place while doing so.

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Curiosity. My greatest asset. Born 1971 and Raised in the suburbs of style city Stockholm, creativity was always a part of growing up. With a background as a former snowboard professional (with among others Greger Hagelin from WE and Per Holknekt from Odd Molly as sponsors) and one of the few in the world who nailed a 1440° spin, I started my career on the buyer side. Marketing exclusive golf brands such as Mizuno, King Cobra and Goldwin gave me insight into the demands of advertisers and consumers but foremost the complexity behind how products actually make it into the stores. Always full of ideas, I felt I needed to move on to the creative side of the business. Internet, on the rise in Sweden drew me into the digital revolution already in 1994. In 1998 however I joined Framfab, one of the late 90’s fast-moving companies. As a concept developer and key account manager I parted in creating award winning projects for clients like Vattenfall , Bredbandsbolaget, Nike Europe and Volvo Cars. I also held a position within Framfab Innovation. The incubator of new ideas within Framfab. After Framfab had grown in just two years from 130 employees to 3400, I felt I needed to move to a smaller organization. Abel & Baker - in 2001 the worlds most awarded digital advertising company attracted me. At A&B I tool part in winning the global account for adidas, but I also worked with MTV, Nokia, Toyota, Årets Kock, ICA and the Red Cross. In 2002 I left Abel & Baker to found something of my own - Foreign. Foreign - an ideas creator with focus on the communication of tomorrow - based in Stockholm, Sweden. Foreign quickly grew to 27 employees and was awarded in the Cannes Lions, D&AD, New York Festivals, London International Advertising Awards, Epica, Clio, Cresta and other award shows every year since start up. Foreign launched both digital and integrated global campaigns for BMW Motorrad, MTV, H&M, IKEA, Omega, Beckers, Com Hem, Intersport, Kosta Boda, adidas International and many more. In September 2008 I took the decision to close Foreign down after almost 7 years. I’m now consulting within the same business on my own. Apart from Foreign I’ve also founded WhiskyGrotto.com and Co-Founded PremierGoals.com. Thru the years, leadership and success has been important, but enjoying life, loyalty and sincerity is what drives me further. I consider my part in motivating adidas to let fairly small Foreign handle adidas global digital World Cup campaigns my proudest moment in business. The birth of my two daughters Ebba & Linn is my proudest moment in life.