Brand Strategies for Sustainability and the Circular Economy

Communicate your sustainable brand values

student remote learning at home on laptop

Spring 2022 Dates (Remote)
SBS 001:
March 28 - May 11, 2022 (skips Apr 11, 13)
Time: Every Monday and Wednesday, 6:10pm to 9:10pm EDT
Tuition: $1,200*
Online Platform: Webex & Blackboard - Remote

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Sustainability goals are complicated and difficult to achieve. Goals include pivoting to circularity, implementing social fairness and ensuring self-sustaining environments. What's needed is an emotional anchor with a unique narrative that engages people's passions—customers, employees, and investors—in a singular direction. What's needed is for sustainability initiatives to be branded—a brand identity, brand symbols, brand persona, brand voice, brand tone, brand language, and brand strategy. Without these, it is almost impossible to create a community of brand loyalists who can unite in a common objective.

This 6-week certificate course provides a deep dive into how branding is serving the purposeful economy and what else can be done to move the needle in today's marketplace. It does so by introducing neurologically based archetypes the "caregiver" and the "creator" and how successful sustainable brands have captured and communicated the sustainability values implicit in these archetypes.

Technology Requirements

  • High-speed internet connection
  • standard laptop or desktop with latest browser & streaming video
  • built-in video & speaker capabilities

*If you think you are eligible for the 10% Alumni Discount, please complete the Alumni Verification Form prior to registration in order to receive your discount code.

Note: This certificate was previously titled Brand Strategies for a Sustainable and Purpose Economy.

student remote learning at home on laptop

What You Will Learn

  • Why branding is needed for CSR/ESG and circular economy (CE) success
  • How to develop your own brand focused sustainability strategy
  • How branding sustainability increases brand value and market caps
  • How branded supply chains increase relevancy and ROI's for stakeholders
  • How to brand sustainability values for CRM and achieve customer loyalty
  • How to measure a brands contribution to CSR/ESG and CE initiatives

View Outline

Why FIT?

  • Program developed and taught by professional brand experts
  • Earn a certificate from FIT/SUNY, a world renowned college of art and design, business and technology

Meet Our Faculty

William D'Arienzo

William D'Arienzo
Lead Instructor, FIT's Continuing & Professional Studies; Chief Brand Strategy Officer and CEO, WDA Brand Marketing; and Author, Brand Management Strategies: Luxury to Mass Market

Bill D'Arienzo is the founder of WDA Brand Strategies and is the creator/lead instructor of FIT's Brand Management Certificate program. He has written widely on sustainability and brand strategy issues in fashion and beyond and is currently a strategic brand advisor for Actionnate; a web-based initiative that aligns people and their values with brands and their promises, and nonprofits and their purposes, all on a common vetting platform. It promises to be a revolutionary breakthrough in that it offers a central repository, a standardized language and meaningful metrics for assessing sustainability initiatives in the global marketplace. He also serves as Associate Strategic Advisor for US Markets for Ambrosetti, the # 1 think tank in Italy and the leading European premium and luxury brand advisory. His textbook on brand management strategies has been adopted by instructors in courses at 12 U.S. universities.

Larry DeParis

Larry DeParis
Instructor, FIT's Continuing & Professional Studies; CFO and COO, LT Apparel Group; Managing Director, FrenchToast; Board Member & Former President, Retail Marketing Society

DeParis is a veteran senior fashion and retail executive with experience in CEO, President, COO, and CFO roles at leading firms including Escada and Calvin Klein and is currently the COO and CFO of LT Apparel Group and Managing Director of its e-commerce division. He has particular expertise in strategy development and execution, business planning, sustainable business performance optimization and corporate culture development. He has been an instructor in the FIT School of Continuing and Professional Studies for more than ten years and an entrepreneur mentor in the FIT Design Entrepreneurs program. He is a former President and current Board member of the Retail Marketing Society, a learning and networking organization for retail professionals.

Scott Kerr

Scott Kerr
President, Silvertone Consulting; Host of "The Luxury Item" podcast; and brand strategy executive

Scott Kerr is founder and president of brand strategy firm Silvertone Consulting. Scott is a seasoned global brand marketer and strategist who has held senior positions at some of the top ad agencies, media companies, and consumer brands. He is also the host of "The Luxury Item", a podcast on the business of luxury.

Outline

Module I: The Challenges and Necessity of Branding CSR/ESG and CE Objectives

  • Branding a Central Authority for One Lexicon, Metrics, and Product Standards
  • Current Branding Efforts: The Role of NGOs in Brand Marketing
  • Brand Archetypes: The Caregiver/The Creator: How They Work in Business

Module II: Branding Corporations For The Purposeful Economy

  • Rebranding/Renaming corporations for Market and Consumer Alignment
  • Branding an Enterprise Wide Sustainability Value System with KPI's
  • Measuring Corporate Brand Strength using Sustainability Metrics

Module III: Re-Branding Capitalism: Purposeful Economics and Reshaping Finance

  • The Triple Bottom-Line Initiative: People, Planet, and Profits ... aka Prosperity
  • Equity Investors, Climate Change, and Risk Management: Fashion As Risk
  • Branding Circularity to Scale Fashion Products..Renew, Re-use, Re-Purpose?

Module IV: Branding Supply Chains: Brand Values Must Define Supply Chains

  • The Supply Chain as a Brand Storytelling Stage and Value-based Transparency
  • The Supply Chain as a Distinctive Character and Protagonist in the Story
  • Aligning Branded Supply Chains, your Corporate Brand and its Stakeholders

Module V: Branding Products, Textiles, and Certification/Sustainability Initiatives

  • Branding Textiles and Fashion Products with Sustainability Standards
  • The Challenge of Certifications and the Quest for Fashion Transparency
  • Fashion Focused NGOs and Certification Agencies: How to Bundle and Brand

Module VI: Using Branded Sustainability Strategies to Increase CRM Outcomes

  • Infusing Net Promoter Systems with a Branded Sustainability Voice/ Values
  • How Sustainable Brand Values Inform Customer Relationship Mgt Metrics
  • Measuring Consumer Loyalty vis-a-vis Product Standards and Brand Equity

Module VII: Sustainability Branding: Case Studies of Failures and Successes

  • Retailers (e.g. H&M, Reformation, REI )
  • Conglomerates ( e.g. Kering, PVH, VFC)
  • Iconic Brands (e.g. Harley Davidson, Levis, Patagonia)

Center for Continuing and Professional Studies (CCPS)

FIT's CCPS offers credit and noncredit certificates and courses in fashion, business, design, technology, and marketing, to help you enter into or advance your career in the fashion and related industries. With short programs and flexible schedules, you can learn at a time and pace you can manage and afford.