One: How Smart Business Drives an Ethical Brand

Duncan Goose, founder of UK brand One, spoke at AdAsia 2011 about the story and strategy behind the company, which exists to make money and then give it away to good causes.

One: How Smart Business Drives an Ethical Brand

David TiltmanWarc

One of the best-received sessions at AdAsia in New Delhi was, curiously enough, about a small brand from the UK. Duncan Goose, founder of a brand called One, used a session on Conscious Capitalism to describe the story and the strategy behind the company.

Goose, a former business development executive at JWT in London, set up a company called Global Ethics at the beginning of the last decade. The company exists to make money and then to give it away; it takes the principles of marketing and feeds the...

Not a subscriber?

Schedule your live demo with our team today

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands