Blog - We First Branding

September 8, 2021

Purpose At Work: How The Home Depot Is Empowering Everyone To Live Sustainably

After “months in the making,” says Ron Jarvis, chief sustainability officer for The Home Depot, there’s a new, large-scale sustainability report from the company. It was developed in collaboration with a broad spectrum of stakeholders to respond to two kinds of their concerns: for those who want transparency, and for those who demand action. Both […]

August 25, 2021

Purpose At Work: Is One Small Company Trying To ‘Eclipse’ The Brightest Stars In The Dairy Industry?

At 11:49 p.m. on an otherwise ordinary January 26th, a bearded man was burning the midnight oil in a food lab. He had worked at 16 Michelin star restaurants, was named a Zagat 30 Under 30, and was twice nominated for the James Beard Rising Star Chef award. Tonight, though, he was a scientist.

August 18, 2021

Purpose At Work: How Huel Is Fighting Global Degradation, One Meal At A Time

The leadership at Huel Ltd, from cofounder and head of sustainable nutrition James Collier, through to the 100+ “Hueligans” on its team, are all passionate purveyors not so much of a product — but a shift in thinking and lifestyle necessitated by the urgency of our intertwined challenges.

August 2, 2021

Purpose At Work: How Wild Planet Foods Is Creating Sea Change In The Fishing Industry

McKinleyville, California’s seafood industry veteran Bill Carvalho co-founded Wild Planet Foods in 2005, after years of exasperation with the unsustainable practices he witnessed — and sometimes reluctantly practiced — in his industry.

July 29, 2021

Purpose At Work: How Cotopaxi’s Purpose Moves People, Products And Mountains

Davis Smith, the serial entrepreneur who cofounded the outdoor gear and apparel brand Cotopaxi with Wharton Business School buddy Stephan Jacob, and outdoor industry veteran CJ Whittaker seven years ago, had an idea that one could use a powerful company purpose to attract talent and continuously better the brand community. “Having a strong and authentic […]

July 22, 2021

Purpose At Work: How XOMA Superfoods Serves Up Industry Disruption, A Cup At A Time

XOMA Superfoods is a new brand and subsidiary of NEXE Innovations, based in British Columbia, CN. Its president and director, Ash Guglani, who cofounded NEXE in 2015, after more than a decade in the capital markets, spoke with me about the company’s Lead With We purpose thinking, financing, operations, and storytelling. “Xoma” comes from the […]

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