Embracing Environmental, Social, and Governance (ESG) practices not only helps businesses save resources and access financial opportunities more effectively, but also provides a unique tool for brand building with distinct advantages over other methods. The Brand Building Club under The Saigon Times Club has held a workshop themed “Embracing ESG in Building Sustainable Brand Strategy.” The club chairman, Vo Minh Nhut, asked Vo Thanh Son, brand expert and chairman of MVV Group, to use storytelling instead of a traditional report to make the workshop more engaging for members of the club. The stories of The Body Shop and Tata Son began by sharing the story of The Body Shop, founded by the late British entrepreneur Dame Anita Roddick. He had the opportunity to speak with her in Singapore many years ago. Roddick had a unique approach to brand building. The Body Shop used only cultivable fruits and veggies like tomatoes and carrots for its products, avoiding rare fruits that could disrupt the natural balance. During Roddick’s tenure, the company did not engage in traditional advertising. Instead, all promotional efforts focused on social issues such as opposing animal testing and domestic violence. The company’s logo was always associated with these causes. […]