You might not think of a waste management company as a leading Purpose Brand but if that’s true you don’t know about WM, a company dedicated to a more sustainable tomorrow. Today we talk to Stu Redsun, Vice President of Brand & Marketing for WM, who is leading the charge to get their story out.
You might not think of a waste management company as a leading Purpose Brand but if that’s true you don’t know about WM, a company dedicated to a more sustainable tomorrow. Today we talk to Stu Redsun, Vice President of Brand & Marketing for WM, who is leading the charge to get their story out.
00:18 - Stu Intro
03:32 - How did you get to WM?
08:06 - How does name change play into where the brand is going?
10:34 - “Big P” brand
11:52 - Consumer & B2B
14:16 - How do you use the brand within each channel of business?
14:57 - Importance of brand purpose living within the company?
17:31 - What messaging do new employees get at WM?
19:18 - Has purpose brand led into other categories?
21:09 - Overcoming perceptions
23:34 - How much does imaging limit or power the company?
24:45 - What are you trying to measure?
26:44 - Circular Economy
28:22 - Recycling right
31:02 - Tone of voice
32:20 - Look and feel
34:16 - What is WM celebrating in five years
35:10 - How can people find out more about WM?
https://www.linkedin.com/company/waste-management/
https://www.facebook.com/WasteManagement/
https://www.instagram.com/wastemanagement/