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

Howard Breindel
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Howard Breindel: DeSantis Breindel, USA

Journal of Brand Strategy, 2021, vol. 10, issue 2, 121-126

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.

Keywords: corporate social responsibility; sustainability transformation; brand naming; brand launch; energy and utilities; B2B branding (search for similar items in EconPapers)
JEL-codes: M3 (search for similar items in EconPapers)
Date: 2021
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Citations: View citations in EconPapers (1)

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