简单是美丽的。在一个被大师饱和的世界中（我什至颤抖着打字），并想成为他们的术语 - 肉类杂志的专家，以表明爱因斯坦所谓的Quote错误……

如果您不能简单地解释它，那么您就不够了解。

..well they do have to justify fees, real wisdom is usually drowned out in the melee.

One such source of accessible knowledge is theDoShorts书籍范围。特别是，请睁大眼睛，以获取街区的最新指南，‘Creating a Sustainable Brand’by Henk Campher. Henk has one of my favourite, if a tad long, corporate titles as Edelman’s Senior Vice President, Business + Social Purpose & Managing Director, Sustainability – and breathe. Trust me, this guy knows his sustainable branding eggs.

The book’s subtitle is“增强可持续性最高的指南”金博宝怎么注册and pretty much nails what you will get from your 90 minute injection of practical expertise. The three core branding based themes cover all you really need to know about managing ‘the fusion of branding and product’ to improve profit in a world of accelerating sustainability change. In a confusing space of greenwash, good product / bad company, bad company / good product, ethical labels, evolving legal structures and corporate rankings make it impossible to directly compare two organisations.

This guide provides a strong, concise and robustly educational foundation for anybody new to sustainability, and also as a timely reminder and ammunition for those professionals at the day-to-day coal face. For example, Part 3 of the guide explores“可持续品牌的解剖结构”and offers the following summary

A sustainable brand cannot exist if the product itself does not have any sustainability characteristics. Similarly, a sustainable product needs to differentiate in the marketplace through branding that resonates with the consumer. This is at the heart of a sustainable brand – combining the sustainability of the product and the brand to create a unique sustainable brand value proposition and identity.

The guide doesn’t hide away from calling out the obvious elephants in the sustainability room, and Henk’s opinion and expertise is bold and incisive, whilst being fair. How can BP be greener than Greenpeace? Really? In what intelligent and authentically transparent world does that make any sort of sense? If I were to have one criticism it would centre around the guide’s segregation of brand and product that feels at times that it hopefully assumes operational processes into its wider definition brand, which of course it should, but how many brands are that deeply entrenched and understood across all business functions and employees?

Perfection is not part of the sustainability agenda – or else we wouldn’t need constant improvement. It provides us with a scale to assess whether sustainability association in the brand is completely absent or whether it is embedded – from ignored to designed.

Overall, this is the most comprehensive, informative and well written guide to sustainable brands I’ve seen yet. Henk’s huge experience on just about every side of the concerned fence from non-profit to corporate and developed to developing nations, all align perfectly with a genuinely insightful, entertaining and endearing style.

Get your copy of ‘Creating Sustainable Brand’ with a special15％的折扣head over towww.do金博宝怎么注册sustainability.comand enterCampher15in the voucher code box.

If you prefer shopping at Amazonclick here to go straight to the guide.

当您阅读指南时，请回来，让其他读者知道您的意见是什么。

For more about Henk Campher say hi on Twitter via@AngryAfrican或通过他的LinkedIn profile here.