The greening of SunChips
Jill Nykoliation and Gannon Jones
SunChips' successful communication of its commitment to the environment has lifted sales far above target and made it the winner of the Ware Prize 2010
In a world of infinite choice and tremendous distraction, why do consumers choose one brand over another? And why are they willing to do so, even at a premium? For the answer, we only need to look at our own behaviour as consumers. Brands that resonate with us as individuals do so at a personal level. Brands serve as a shorthand for what we value, what...