Sustainability
MY RESEARCH ABOUT SUSTAINABILITY
The branded supply chain
My research adds one new element to the equation: the more the purpose and the brand promise are aligned to how the supply chain is designed and managed, even greater is the value that may be generated, not only for the final consumer but also for all stakeholders.
MAKE THE SUPPLY CHAIN BRANDED! Here my podcast for SDA Bocconi (in Italian)
Why this research?
The global quest for greater relevance, transparency and accountability coming from a broader base of stakeholders makes the supply chain an integral component of any company’s brand promise and reputation. Supply chains are increasingly under scrutiny from a variety of external stakeholders seeking information that includes, and frequently exceeds, what the companies are legally obliged to disclose and communicate. So far supply chains have been investigated, managed and researched by supply chain specialists.
My view is that today how the supply chain is designed and managed should become a topic to storytell with a simple and transparent language for all company audiences.
Branding is about reputation. How the supply chain is designed and managed is about reputation.
Why should marketers or communication professionals not be aware about the “behind the scenes” of brands?
My book presents an original paradigm emerging from the combination of academic literature and business insights according to which, in the new scenario, the supply chain should be considered as an extension of the brand, and a unique content to story-tell.
Brands should develop new and broader narratives, ones which are fully plugged into their purpose, emotional but fact-based, and addressing all stakeholders.
How to build a branded narrative?
The best corporate experiences illustrate that there are three (progressive) phases in the branded narrative building process: care and check, branded narrative, activism.
Who are the best to make their supply chain branded?
Patagonia, Veja, Illy, All Birds, Toms, Brunello Cuccinelli
In the book I explore, among others, the cases of Mutti, Salvatore Ferragamo, De Beers, Loro Piana, Davines
These contents are also part of an online executive course that I have designed for Getsmarter about branding sustainability in fashion. Give a look!