Sustainable Brands
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Transcript of Sustainable Brands
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Rethinking theConsumption Compulsion
Teaque Lenahan, Associate Partner, gravitytankAlan Marks, SVP Corporate Communication, eBayNathan Shedroff, Program Chair, MBA in Design Strategy
Sustainable Brands, May 2009
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The most pressing questions of our times:
What’s a more sustainable world look like?
What’s a more meaningful world look like?
What’s a post-consumer world look like?
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more sustainablemore meaningfulpost-consumer
world look like?What’s a
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What’s a more sustainable world look like?
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“In a stable economy, sustainability is the competitive advantage strategy.
In a down economy, sustainability is the turnaround strategy.
In a collapse, sustainability is a survival strategy.”
Hunter Lovins, 2009
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What’s a more meaningful world look like?
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What’s a post-consumer world look like?
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We need to :Think in systems
Engage deeply with our clients & customersFocus on efficiency, value, and health
Focus on experiences & benefits, not productsCreate better assessment tools & metrics
Require transparency & accountability of everyoneEngage diverse stakeholders
Work in multidisciplinary teamsCreate new visions based on core meanings
Re/create new economic modelsCreate new roles for advertising
Re/create new corporate charters
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We already have tools to use :Sustainability Helix
Integrate Bottom LineOkala™ Curriculum
Meaning and Experience Modelscovive.com/gri
grossnationalhappiness.comB-Corp & Corp2020
sustainableminds.comwww.eiolca.net
(and many more)
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Stage 0:Unsustainable
“Business as Usual”Stage 1:
ExplorationStage 2:
ExperimentationStage 3:
LeadershipStage 4:
Restoration
High degree of organizational alignment
Stakeholders & CommunitiesGovernance and ManagementOperations and FacilitiesDesign and Process Innovation
Human Resources and Corporate CultureMarketing and CommunicationsPartnerships and Stakeholder Engagement
Sustainability Helix
natcapsolutions.org/HELIX.htm
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SUSTAINABILITY
BUSINESS
DESIGN
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SUSTAINABILITY
BUSINESS
DESIGN
MEANING
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SUSTAINABILITY
BUSINESS
DESIGN
MEANINGVALUESEMOTIONSPRICEFEATURES
makingmeaning.org
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makingmeaning.org
AccomplishmentBeauty
CreationCommunity
DutyEnlightenment
Freedom
HarmonyJustice
OnenessRedemption
SecurityTruth
ValidationWonder
Core Meanings:
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EXPERIENCE BREADTHProductService
BrandName(s)
Channel/Environment (Space)
PromotionPrice
DURATIONInitiation
ImmersionConclusion
Continuation
TRIGGERSSightSoundSmellTasteTouchConceptsSymbols
SIGNIFICANCEMeaningStatus/IdentityEmotion/LifestylePriceFunction
INTENSITYReflexHabit
Engagement
INTERACTIONPassiveActiveInteractive