Building a Brand Aligned with the SDGs: Real Stories, Real Challenges – Workshop delivered by Hap Klopp as part of the UBB Student i-Lab incubation program (29.04.2026)

As part of the UBB Student i-Lab incubation program, Module 9 brought to the forefront a timely and highly relevant topic for entrepreneurs: building a brand aligned with the Sustainable Development Goals (SDGs). The workshop explored how modern branding is no longer just about visual identity or market positioning, but is becoming a strategic tool for generating real and sustainable impact.

The session focused on innovation in branding, analysing how companies can integrate sustainability values into their DNA without compromising authenticity or economic performance. Participants discovered relevant international examples, learning how iconic brands have evolved and how they can become models for more responsible futures. At the same time, real challenges encountered in this process were discussed – from avoiding “greenwashing” to maintaining consistency between messaging and actions.

The workshop was delivered by Hap Klopp, founder and former CEO of The North Face, a company he led for more than two decades and transformed into a global benchmark in the outdoor industry. After this stage, he continued his activity in consulting through HK Consulting, providing expertise in strategy, marketing, and international development for companies across various industries.

With extensive experience in leadership and building strong brands, Hap Klopp offered participants an authentic perspective on how a brand can evolve from an idea into a globally recognized symbol. In addition, his role as Chairman of Daytrip and his involvement in multiple entrepreneurial initiatives further consolidate his position as a mentor and thought leader in the international business ecosystem.

Through concrete examples and lessons drawn from his own experience, he highlighted the importance of building a brand that not only communicates values, but also lives them. Participants were encouraged to view branding as a dynamic process, connected to global realities and the growing need for social and environmental responsibility. Thus, Module 9 provided not only inspiration, but also practical tools for developing relevant, authentic, and sustainable brands.