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Taking Brand Initiative: How Companies Can Align Strategy, Culture, and Identity Through Corporate Branding by Majken Schultz, Mary Jo Hatch

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7

THROUGH STAKEHOLDERS’ EYES

In 2007, Aspen Ski Company, owner of several large resorts in the Rocky Mountains, learned from Greenpeace that Kimberly-Clark (K-C), maker of Kleenex brand tissues and other paper products, was not keeping pace with industry standards for recycled paper usage. Worse still, it was sourcing some of its wood pulp from the endangered boreal forest in Canada. While skiing in Aspen, a member of Greenpeace noticed Kleenex at one of its lodges and complained to Richard Brooks, forest campaigner for Greenpeace Canada, who contacted Aspen Ski Company and alerted them to the issue.

Although at the time some considered K-C an environmental leader (for example, it held the No. 1 rank among personal care companies in Dow Jones ...

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