Reimagining Business and Brands within the Circular Econonomy
The title of the book is both a call to action for all companies, established businesses as well as start-ups. Explore the book’s sections and chapters, and pre-order your copy today.
Comming
soon
_edited.png)
What to expect?
Reimagining Business and Brands within the Circular Economy is an​ upcoming book written by the founder of FutureTribe, Bettine Ortmann. It is both a guide to the Brand Value Circles toolkit and an invitation for businesses and brand leaders, sustainable innovation managers, and entrepreneurs to build true Sustainable Brands. Brands that takes business from talking to walking and transforming them into platforms for change. The book is written in continuation of Bettine's Master's Thesis:, with the title "How to develop a true Sustainable Brand". It is build on a solid foundation of theoretical knowledge brought into practice through real-life cases.
​
​The book’s ambition is to inspire organizations and brands that want to reinvent themselves within a sustainable business paradigm but need the right tools and inspiration to do so.
The Brand Value Circles provides a practical framework that connects sustainable innovation, business development, and brand building in one clear process model. The model can be used as a complete journey from A–Z or applied to selected areas where a brand can benefit from strengthening its focus. The Book will be launched Q1 2026.
​​​​
Pre-order our upcoming book.
Explore The books sections
The book consists of three parts.
​
PART I - THE FOUNDATION
​
The first part is a theoretical and reflective section. It describes the foundation for the development of The Brand Value Circles toolbox. In chapter 1, there will be a very brief introduction to the history and development of branding, followed by chapter 2, which describes the rise in demand for sustainability and introduces the concept of the Sustainable Consumer. Chapter 3 focuses on the brand’s new role as an agent of change and how brands can use their power to make a difference in the world. In chapter 4, three new models are introduced to describe the anatomy of a true Sustainable Brand: 1. The Sustainable Transformation Journey, 2. The Promise Centered Narrative Model, and 3. The Augmented Brand Onion Model. Part one concludes with a general introduction to The Brand Value Circles toolbox in chapter 5.
​
Part II - THE BRAND VALUE CIRCLES TOOLKIT
In the second part of the book, The Brand Value Circles toolkit is introduced in detail, starting with the first circle, “The Brand Value Imagine,” and its four tools: Target Insight, Trend Innovate, World Impact, and Resources (chapters 6–10). The second circle, “The Brand Value Create,” is introduced in chapters 11–15 along with the tools Ecosystem, Value Create, Market Create, and Value Capture. Finally, the third circle, “The Brand Value Engage,” is presented with its four tools: Brand Identity, Brand Story, Brand Evidence, and Brand Messages (chapters 16–20).
In total, three mother canvases and twelve deep-dive canvases are introduced in part two.
The three mother canvases that form the basis for building a true Sustainable Brand are:
​
• The Rich Value Proposition Canvas
• The Sustainable Business Model Canvas
• The Brand and Message Strategy Canvas
​
Each of the mother canvases comes with four deep-dive canvases containing a range of exercises that make it possible to dive into relevant topics that can strengthen the output of each primary canvas. These deep-dive canvases will be introduced in their respective chapters. At the end of each chapter, there will be a QR code linking to a resource library, where the canvases can be downloaded and printed, and where additional video instructions can be found. Throughout the book, case stories with examples from real-world true Sustainable Brands will be included, along with references to further reading.
​
PART III - TRUE SUSTAINABLE BRANDS IN PRACTICE
​
In the third part of the book, there will be a series of interviews with practitioners and sustainable leaders sharing their experiences and reflecting on how they have developed true Sustainable Brands that have set new standards within their fields, and how they see the future of businesses and brands as a tool to create change.