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Brand Led Sustainability with Luc Speisser, Global Chief Innovation Officer at Landor & Fitch

“A brand is a promise and a great brand is a promise kept.”

In this episode Luc, Global Chief Innovation Officer, generously shares his years of experience working within Landor & Fitch, leading brand led sustainability.

Luc breaks down what brand led sustainability means for businesses - bringing to light the key point, that it’s not enough for brands to simply focus on sustainability - they have to make sustainability profitable to sustain the business - and this means finding a genuine point of differentiation that strategically fits their brand.

Luc shares Landor & Fitch's 4-step approach, diving deeper into their strategic processes and future modelling sharing how they support brands to assess and understand where they currently are, enabling them to uncover and focus on an ownable point of difference, align innovation and creativity and then make it happen - bringing strategy and ideas to life.

We also discuss ‘The Good Squad’ - a c-suite led internal initiative at Landor & Fitch, where employees are encouraged to spend 10% of their role getting involved in sustainable projects and endeavours - not only driving employee involvement and engagement but also driving collective intelligence, ensuring that the organisation stays at the forefront of sustainability.

There’s so much packed into this 35 minute conversation; brand, purpose, what good business looks like and how to make sustainability, sustainable from an ROI perspective. Luc crystalizes all his advice and insight with practical real world case studies - so there’s a lot to learn.

“There’s been a growing intolerance from people about expectations on what a company says it does and what a company actually does for about the past 10 years. But when it comes to sustainability, tolerance is NIL. Brands need to move away from storytelling - to story’doing’ - do it first, then talk about it.”

Wise words from Luc… and we couldn’t agree more. Tune in and let us have your comments, questions and views over on LinkedIn.

You can find more information about Luc and Landor & Fitch here - and any comments, questions, ideas, suggestions related to the podcast, Get in touch.

Due to the COVID19 situation, our podcasts are currently being recorded purely via online conferencing platforms, we apologise for any minor sound quality issues.

About the Podcast

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The Marketing Society podcast
The Marketing Society is a progressive global community of senior marketers. Our purpose is to empower our members to be brave leaders. Since 1959, we have grown into an influential network of 2500 members.

About your host

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Mike Piggott

Mike is former Editor of The Marketing Society and has worked - in an editorial and content capacity - for the Society from 2013 to early 2021. In 2018 he launched their podcast channel and relaunched their website mid-2019. He also created and launched their publication, Empower - producing 14 issues in his time as Editor.

He now freelances as an editor, writer and podcast creator for various organisations. On the side he's also a spoken word poet, screenwriter, film and tv blogger, and music critic.