IMPACKT: How brands position themselves credibly on sustainability

IMPACKT: How brands position themselves credibly on sustainability

The brand

The Hamburg family business around the luggage brands travelite & TITAN has been successful for over 70 years. The Hamburg-based company is particularly strong in its partnership with the retail trade. But online sales and demand for sustainable luggage are now on the rise.

The goals

To position a credibly sustainable suitcase brand in the market and differentiate it from other market players in the long term.

The initial situation

travelite & TITAN have been offering suitcases made from recycled materials for some time. In the German market, both brands are No. 2 after Samsonite, and many people know the brands. TITAN even produces individual series in Germany with high-quality plastic from Austria. All cases are now so far matured that the durability is more than sufficient. But the people of Hamburg have a problem: almost every suitcase manufacturer now claims to have sustainable suitcases on offer. In addition, the dependence on suppliers from China ensures that individual brands have little chance to develop material innovations. In addition, many consumers have developed a seventh sense for greenwashing and travel is not sustainable per se. But sustainability means more than selling suitcases made from recycled materials. That’s why the family-owned company decided to establish IMPACKT, a new, sustainable D2C suitcase brand that takes into account all three pillars of sustainability (social, ecological, economic).

The development process

  1. Developing a core purpose that expresses the meaningful reason for IMPACKT’s existence.
  2. Development of a clear positioning for IMPACKT
  3. Derive a storyline and a clear benefit argumentation

The result

The drive behind IMPACKT is to combine the joy of travel with sustainability, for everyone. That’s why IMPACKT sells honest design luggage that makes more sustainable travel affordable for everyone.

The four dimensions of honesty are:

  • Honest products
    Entire product range made from recycled and / or natural materials. Repair possibility. Affordable for everyone.
  • Honest Impact
    Achieve tangible impact and make a real difference by supporting concrete projects.
  • Honest origin
    Family-run Hamburg company with 70 years of history.
  • Honest production
    Value chain is disclosed

With this attitude, IMPACKT manages not only to differentiate itself from the competition, but also to make a tangible impact – without greenwashing or false promises. Because in the end, traveling has to be fun.

Deeper insights into the “Impacked” brand

IMPACKT

Immersion in ID Sustainability Brand

ID Sustainability strategy

MarkenPraxis Blog

Peak Performer Kids Camps Lower Franconia and Upper Bavaria: A Review

Peak Performer Kids Camps Lower Franconia and Upper Bavaria: A Review

We are committed to the Peak Performer Foundation for fostering the next generation of peak performers. In the Kids Camps, children and adolescents learn the joy of performing – through games, fun, and real role models. Christopher Spall actively supports the foundation as its Managing Director.

Your journey to a distinctive brand starts here

From chocolate to a strong brand: Tony’s Cocolonely – 100% free from modern slavery

From chocolate to a strong brand: Tony’s Cocolonely – 100% free from modern slavery

The pandemic has heightened our awareness of sustainability. Many brands have also recognized this for themselves and have launched corresponding advertising campaigns. Planting trees and climate neutrality par excellence. Consumers quickly expose such actions that do not come from genuine conviction. One thing in advance: sustainability is much more than renewable raw materials. Rather, sustainability – in accordance with the Sustainable Development Goals defined by the United Nations – encompasses not only the ecological but also the social and economic pillars.

Sustainable Development Goals (SDG)

The 17 Sustainable Development Goals (SDGs) are political targets set by the United Nations to ensure sustainable development at the economic, social and environmental levels worldwide.

Pioneer in sustainability

One brand that doesn’t plant trees, yet is considered a sustainable pioneer, is Tony’s Chocolonely.

The brand was founded in 2005 by Dutch journalist Teun van de Keuken with a clear goal: To make chocolate 100% free from modern slavery. Not just our own, but any chocolate around the world. The main problem: the farmers earn so little from the cocoa bean trade that they see no other way than to exploit people themselves. To this end, the brand has set five clear principles from its core purpose that guide its actions and ensure that slave-free chocolate is possible.

 

The five principles of Tony’s Chocolonely

  1. Traceable bean origin: The origin of each cocoa bean is traceable
  2. Higher prices for farmers: The brand pays farmers more, based on the Living Income Reference Price developed with Fair Trade to secure farmers’ livelihoods
  3. Strong farmers: Tonys Chocolonelies supports farmers to organize into cooperatives and act as one
  4. Long-term partnerships with farmers: Contrary to the norm, farmers receive long-term contracts with price and purchase guarantees, enabling them to plan for the long term.
  5. Better quality and productivity: the brand trains farmers to work more efficiently and thus more profitably

Strong brand with a clear stance

All Tony’s Chocolonelies actions are derived directly from the brand’s identity and pay into the core purpose of “slave-free chocolate.” Thanks to the transparency created and the clear positioning, the brand manages to push through higher prices at retail than Milka or Rittersport, for example.

But how does Tony’s Chololonely manage to convey this identity to the consumer? Firstly, through the high level of transparency in its own communications and the “Tony’s Open Chain” initiative. This supports other chocolate manufacturers to join the principles of Tony’s Chocolonely. But the brand also makes its identity felt through the products. The boards, unlike usual, have pieces of different sizes. Because in the chocolate market, the shares of the profits are also unfairly distributed.

And with this clear attitude, Tony’s Chocolonely has managed to become one of the most successful chocolate manufacturers in the Netherlands and has successfully expanded into neighboring countries. In the meantime, the chocolate can also be found in German supermarkets.

What do we learn from this?

To be truly credibly sustainable, actionism is not enough. The sustainable pioneers of our time show that a clear positioning on sustainability is the path to success – putting sustainability at the core of one’s own organization. Ask yourself: what sustainable difference can you make with your organization? Think about all three pillars of sustainability.

Bildquelle: Rodrigo Flores on Unsplash; www.tonyschocolonely.com; www.youtube.com/watch?v=nqG4N27UHNk; www.youtube.com/watch?v=nqG4N27UHNk

Deeper insights into the “Tony’s Chocolonely” brand

Tony's Chocolonely

Immerse yourself in ID Sustainability Brand

ID Sustainability strategy

MarkenPraxis Blog

Peak Performer Kids Camps Lower Franconia and Upper Bavaria: A Review

Peak Performer Kids Camps Lower Franconia and Upper Bavaria: A Review

We are committed to the Peak Performer Foundation for fostering the next generation of peak performers. In the Kids Camps, children and adolescents learn the joy of performing – through games, fun, and real role models. Christopher Spall actively supports the foundation as its Managing Director.

Your journey to a distinctive brand starts here

Consent Management Platform by Real Cookie Banner