We don't often focus on individual brands in this blog, but here is a superb example of how one brand maintains its relevancy. The French brand Lacoste is well-known for its trademark crocodile that appears on its shirts, but read how Lacoste came up with a creative idea to switch out its logo as it teamed up with the International Union for Conservation of Nature (IUCN). This is from the "Save Our Species" website:
"The Lacoste team has created 10 limited edition polo shirts, where its iconic crocodile leaves its historic spot to ten threatened species. Together these rare reptiles, birds and mammals champion the plight of all known threatened species. The number produced in each series corresponds to the remaining population sizes in the wild as estimated by IUCN species experts. ...
The crocodile. This is how the French tennis champion Rene Lacoste was nicknamed in 1927 for his tenacity on the court. Today, the Lacoste logo still symbolises the will and commitment the brand invests into each action it undertakes. Taking the capsule collection from concept to launch has been achieved in half the time it usually requires for such a project and testifies to the dynamism which businesses like Lacoste can bring to the global extinction threat: a universal challenge which many agree is of utmost urgency to environmental sustainability.
For IUCN in its 70th anniversary year, not only is this an opportunity to engage with business to help achieve its mission, but it also fits with the SOS open partnership approach which invites support from all sectors of civil society to bring their respective skills and competencies to bear in scaling up the fight on extinction."
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