14mins | Produced @ ESOMAR Congress ‘07 | More podcasts in this series

 STARRING 

• David Penn, MD, Conquest Research (host)
• Prof. Lou Marinoff, The City College of New York

Don’t ask us what these guys are talking about, it’s philosophy and way over our heads! Kidding aside, they chat about, among other things, using values from faiths such as Buddhism to build strong and compassionate brands with purpose, meaning, and integrity, essentially brands that can do good and be good.

Thanks to BrainJuicer for making the video possible.

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 BRAND CAST  There’s sooooooo much talk and excitement over ethical brands and branding these days. In fact, fewer and fewer conversations seem to be able to avoid the issue

And as Dave Cobban mentioned in an earlier podcast, the FTSE 4 Good Index seems to be outpacing its mainstream counterpart, suggesting that ethically-driven brands and enterprises are actually very good business

In this, the first of a series of BrandCasts produced for GfK NOP, Chris Davis hosts an engaging discussion on the issues involved in creating and sustaining ethical brands. He’s joined by sustainability consultant and best-selling author Julia Hailes MBE, and Zoe Morgan from the Co-op, 2007 winner of the most ethical UK brand gong

This podcast was commissioned and content driven by GfK NOP. We have featured it because of its value and the fact that ResearchTalk had editorial control over the editing

Listen to other podcasts featuring Julia Hailes

 STARRING 

• Chris Davis, MD Brand Strategy, GfK NOP
• Julia Hailes MBE, Sustainability consultant and author, The New Green Consumer Guide
• Zoe Morgan, Director of Marketing, Co-Op Group

This is a commissioned podcast which is published according to our yumminess policy

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