Think About It

Hi All!

Today's "Think About It" is a fun one!

"Because sustainability drives creativity and innovation, the move towards more sustainable products and services can revitalize a brand. Consider a brand that you think is growing tired. Does it have a reputation for social and environmental responsibility? What could be done to make it more sustainable? How might increased sustainability reinvigorate the brand? Consider the ten keys described earlier"

The 10 Keys to Sustainable Branding
1. Understand your brand
2. Understand your consumers
3. Get your own house in order
4. Integrate CSR
5. Innovate
6. Motivate
7. Collaborate
8. Communicate
9. Enlist your customers in achieving your sustainability goals
10. Measure, monitor, and report

I had a bit of a hard time coming up with a brand, so I enlisted the help of my roommates. One roommate mentioned Gillette. Although, the brand has stayed up to date with advertising, I think that the products are getting tired. I mean, how many more blades can they put on before it becomes excessive? How many types moisture strips can they come up with? "Sensitive skin, dry skin, double moisture, two moisture bars...", really?

After scanning the Gillette site map, and seeing thousands of takes on a single product, I was a bit surprised to see that there was not a link listed that suggests any type of sustainable practice. The closet thing listed was a product extension for "Pure and Sensitive" shave gel. However, the product is angled more towards free of harsh chemicals that would irritate the skin, not harm the environment.

I think that by following the 10 steps listed above, Gillette could successfully begin a new campaign to invigorate the brand and become more sustainable in the process. I think that consumers would respond well to them considering shaving gels, razor blades, and other creams are made up of chemicals and are intended to be washed down the drain or thrown out.

What do you think? Consider your shaving habits. Isn't it a bit wasteful? Toxic? Share your thoughts!