For many years, Timberland has been a firm with social responsibility embedded within its culture, having employee volunteerism programs to plant trees as one example. They just didn't talk about it though. As a response to a steady sales decline in the 2000s, Timberland made many changes - one of which was to reposition itself as the authentic, sustainable, outdoor brand. Listen to Mike Harrison describe the company's history with tree-planting, and the story behind the transformation of the original Earthkeepers boot and the campaign behind it, into a full-line of merchandise AND an advocacy platform for nature conservation. Additionally, stay tuned to the lessons they've learned in championing their causes (hint: don't be too earnest!), along with some pragmatic advice for brand marketers who incorporate sustainability & values into their communications.

1. The Story of
Timberland
EarthKeepers
Mike Harrison
Timberland

2. Building A Sustainable
Brand:
The Story Of Earthkeepers
Mike Harrison
Chief Brand Officer, Timberland

5. Timberland

6. Timberland

8. TBL share price 2005-08

9. Re-positioning Timberland:
the Authentic
Sustainable
Outdoor Brand

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are needed to see this picture.

20. Signs of a turnaround...

21. Signs of a turnaround...

22. Lessons Learned: What
Works
• Authenticity: “inside out” story-
telling
• Sustainability as “Gift With
Purchase”
• Transparent commercial motives

23. What doesn’t work?
• “TMI”
• Being earnest

36. “A society grows great when old
men plant trees whose shade
they know they shall never sit in”
- Ancient Greek Proverb

37. Building A Sustainable
Brand:
The Story Of Earthkeepers
Mike Harrison
Chief Brand Officer, Timberland