April 22, 2020
How to Re-Boot Your Brand Strategy with a Green Vision
How to Re-Boot Your Brand Strategy with a Green Vision

Pollutions, climate change, depletion of natural resources… It doesn’t take a rocket scientist to know that the world we live in is mired in a mass of environmental problems. While it will be so admirable if we could all turn our fury and frustration about the degenerating planet into a worldwide movement, we are also very selfishly aware of the various responsibilities we juggle in everyday lives. Perhaps a good way to start would be to take baby steps, such as recycling, donating or changing the way we shop.  

See what Hunter does

Hunter is the quintessential British heritage brand that has been at the forefront of rubber-boot making since the 18th century. And as the styles and designs of its products evolve with time, so too are the vision and the social responsibility of the company.

The Vegan Edit collection is a range of products that is made without any animal materials or animal by-products during the manufacturing process. The Hunter Reboot scheme allows customers to recycle their weathered Wellingtons into equestrian arena flooring, playground surfacing, roads and even kickboxing bag filler. The company is also committed to charity. Unsold boots will be packed up, stamped with an embossed HUNTER DONATED mark and sent to Hunter’s global charity partners, which include local non-profit organisations and communities all around the world. The benefactors? Rice farmers in East Timor, refugees fleeing conflict in the Middle East, and victims of hurricanes in Haiti and Puerto Rico. The footprints of this mega brand are not only global, but also inclusive and incredibly progressive.

While we all know consumerism is bad for the environment, the truth is, it’s simply unrealistic to aim for a total elimination of this behaviour. What Hunter has done here is approaching the issue with a clear understanding of our modern-day struggles, then taking active steps to minimise the negative impact in a fuss-free, practical way for all its customers.

This is precisely where branding plays its part

A trade mark, as we know it, is essentially a badge of origin. But what we have often forgotten, is that it also serves as an extension of a consumer’s identity. In other words, trade marks play a pivotal role in ensuring that consumers know what they are getting, or that the product that they are buying complies with certain standards. In today’s world, where we are constantly encouraged to wear our beliefs on our sleeves, we cannot omit the role of branding in self-expression and in raising awareness for the causes we believe in. Hunter’s green initiatives has not only helped its existing customers to feel more responsible in their shopping, but has also proven itself to be a rewarding choice for eco-loving boot-lovers.

Here at Stobbs, we acknowledge the power of a good brand and the value it can bring to businesses, the society and the environment. We believe that marketing plans should always be supplemented with commercially attuned legal advice. We also believe that enforcement actions – be it proactive or defensive, online or offline – must always be goal-oriented and cost-effective to ward off infringements of rights by copycats and coattail-riders. We cannot emphasise enough how a clear and strong branding strategy can help consumers in trusting a brand.

Think about it – consumers love their brands, but if they cannot choose their love wisely, how can they love their choice?

To discuss more about brand enforcement as well as strategies to protect your brands against counterfeiting, please contact Michelle Phua at michelle.phua@iamstobbs.com.

Online Brand Enforcement /  Fashion /  Advertising /  Anti-Counterfeiting

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