Really loved this article but was hoping for more tips at the end to combat the problem. I have a client who is struggling with this ‘benefit’, they were the first mover in the social impact agricultural space, and they are really taking hits because of their name being used as the category name by copycats. Do you know of any other techniques than just targeted advertising to journalists? Because that will work less and less as we are losing professional journalists en masse, and it will only work in the US to begin with.

Working to see the day when organisations with positive social and environmental impact outperform traditional ventures. Weapon of choice: branding.