According to Kotler and Keller in the text, “Unilever is steering in an aggressive new direction. Its “Crafting Brands for Life” model establishes social, economic, and product missions for each brand, including Dove, Ben & Jerry’s, and Knorr. One part of the mission, for instance, is sustainability—specifically, to halve its ecological footprint while doubling revenues.” Can you share a favorite brand that tries to follow this model? Is it really possible to be both sustainable and extremely profitable? What happens when consumer trust is broken because a brand cannot live up to these claims?
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