Melodies in Marketing

Jeff Morrow is from Label Impressions Inc., a leading green printing company from Orange County, California that specializes in product labels and seals. In this interview, Jeff describes his company's background and activities, while elaborating on the nature of label printing and sustainability concerns, among other topics.To learn more about Label Impressions, you can visit them online at: http://www.labelimpressions.com/

In this interview with Jamie Welsh of 10% Solutions, she describes the nature of her work, the current landscape in social responsibility, the importance of csr, and what it takes to be certified.To learn more about Jamie, please visit: http://www.10percentsolution.com

In this interview with Barent of Grow Design, he discusses the importance of using non-GMO (genetically modified organism) agricultural products for biopolymers (plastics). In the coming years, bioplastics will become more prevalent as a means to make plastics without the use of fossil fuels. In the United States, much of our agriculture comes from GMO crops. Although one could use the feedstock and byproducts from these sources, Barent claims it isn't the wise choice. First, the procurement of biopolymers made from GMO sources helps further support that contentious industry. The European Union has practically banned GMO crops for public health and cultural value reasons. Engineers and product developers should thus support natural alternatives in their supplier selection process, by asking about origination sources. Secondly, doing so would be perfectly aligned with making 'green' and sustainable components, packaging, and products.

Grow Design is a sustainable product development firm in Torrance, California. In this interview, Barent descirbes a unique reusable packaging solution his firm designed for the purpose of shipping small items. It is made from recycled PET (polyethylene), and the advantage would be its all inclusive inner and outer protection, the possibility for continuous reuse for mail delivery, and eliminating the need for virgin plastic.

CreativeCitizen.com is a community for sharing tips and best practices on lighter living, that translate into quantified savings in electricity, water usage, and additional metrics. In this interview, Co-Founder and CEO Scott Badenoch discusses not only the mission of the community, but also discusses the importance of promoting positivity and hope in today's society. Only this line of thinking will inspire and motivate people to action. Whether it be small steps or big ones, everyone can do their part to not only improve our collective living impact on the environment, but also in leading healthier and happier lives for ourselves and our families.

Natural Source Printing is a green printing company in Orange County, California. In this interview, I ask President Mary Loyer how she helps clients both be more eco-friendly in their marketing communications, in addition to her thoughts on what green printing is all about.Additional Resources: FiberStone paperArticle, Food Production Daily: Tree-free, waterproof wine label made from stone

Gurminder Singh, the Co-Chairman of the Green Technology Institute at UCLA, assists US-based green, clean and environmental companies to explore and invest in India's growing economy. In this brief discussion, Dr. Singh shares his thoughts on climate change.

Tom is a landscaper and home developer specializing in eco-design. In this interview with May Hsu of Tree Line Realty, Tom discusses some easy ways to beautify your home and garden.

Highlight video from me (Mario from MelodiesInMarketing.com), going through some of the videos I captured from a great conference I attended in early June: Sustainable Brands 08 SMaRT Sustainable Product Standard (Special Event) . . .Environmental Defense Fund - Beth Trask . . .California EPA - Leonard Robinson . . .Clean Tech Investment - Bob O'Connor, Wilson Sonsini, Goodrich and Rosati . . .Clean Fish - Tim O'Shea . . .Brown-Forman (Alcohol) - Rob Kaplan . . .Green Marketing - Jacquelyn Ottoman . . .Dow Chemical - Julie Fasone Holder . . .Clorox Co - Bill Morrissey . . .PANEL: Consumer Green Brand Perceptions for 2008 . . .Keen Footwear - Bobbie Parisi . . .7th Generation - Jeffrey Hollender . . .PANEL: Designers Accord . . .World of Good / Ebay - Robert Chatwani and Priya Haji . . .PANEL: Environmental Labeling . . .Big Green Purse - Diane MacEachern . . .PANEL: The New Social Ethic, Making Sustainability Personal . . .Green Film Producer - Patrick Gregston . . .Method Products - Eric Ryan . . .Yahoo for Good - Erin Carlson . . .New Belgium Brewery - Greg Owsley . . .PANEL: On the Path to Carbon Neutrality . . .PANEL: Establishing Credibility, Avoiding Greenwash . . .Blogosphere Green Consumer Insights - Janet Eden-Harris and Averill Doering, Umbria . . .PANEL: The Greening of Traditional Media . . .Design for the Other 90% . . .Fabien Cousteau - Undersea Adventures & State of the Ocean . . .The Future of Sustainability - Mark Lee, SustainAbility . . .PANEL: Building a Sustainable Brand at Gap Inc . . .Hewlett-Packard, Printing & Imaging Division - Michelle Price . . .PANEL: Innovations in Sustainable Packaging . . .John Edson - Sustainable Product Designfsdfsd

Date: June 5, 2008 Location: Sustainable Brands 08 - Monterey, California Organizer: Sustainable Life Media, Business Yet , by Ashley Braun.Kindley Walsh Lawlor on Selling Green Downstream, Q&A with Kindley by Sustainable Life Media.Gap's Eco Strategies, video interview with Kindley Walsh Lawlor by Geoff Beattie of Cohn & Wolfe.Sustainable Design at Gap Inc, audio conversation with Kindley Walsh Lawlor and Gary Moore (Director of Product Integrity), by Net Impact.Sustainability Sensibility, by Kathleen Gilligan of CleanTech Weblog.The slides from this presentation can be found at the Sustainable Brands 08 conference website. Simply register at: http://www.sustainablebrands08.com/user/register , then click on Presentations, select June 5th, then look for 9:05 - 9:45am.

Date: June 4, 2008 Location: Monterey Conference Center, California Organizer: Sustainable Life Media, Business videoclips and more.The North Pacific Gyre documentary by Vice Magazine.GreenPeace Oceans

Date: June 4, 2008 Location: Sustainable Brands 08 - Monterey, California Organizer: Sustainable Life Media, Business including blogs, message boards, Usenet, and product review sites. They deliver not just data, but insights into brands, markets, consumers and trends.In this presentation, Janet and Averill discuss some basic findings from a recently completed, much larger study based on analysis from millions of blogosphere conversations. Topics included:1 ) Who Umbria is and their research methodology. According to a five-spoke diagram around a Topic, they identify: Who (Age, Gender)What (Sentiment, Subtopics, Unmet Needs)How Much (Posting Volume, Speaker Volume)When (Posting Date)Why (Values, Purchase placed them on a grid with the x-axis measuring disagreement to agreement, and y-axis measuring inaction to action; and their percentage changes between 2007-2008. They include: Apathetic, Negator, Skeptic, Rejector, Uncertain, Idler, Shifter, Guilty, and Activist. Between 2007-2008, the percentage of Negators and Uncertains decreased, while Shifters, Idlers, and Guilties increased. Profiles are further explained in the slide presentation (see Additional Learning).5 ) The challenges facing consumers in regards to awareness, understanding the 'truth' and source credibility, are large. Inputs include: Journalists, Enthusiasts, Friends no easy green metrics available on 'green' we are now, versus where we could be)Uncertain (How do my actions impact the community, the greater cause at hand, and the future (immediate, long-term)9 ) What benefits do they desire though? They are: SeamlessnessProductivitySocial ConnectionInspiration10 ) What are people's desired emotions? Accomplishment (Personal)Pride & Acceptance (Social)Stress & Anxiety ReductionExcitement11 ) A Three-Step Framework for making brands resonate and inspire action: Realism: Make it SimpleRelevance: Make it PersonalSocial: Make it Visible12 ) At large, successful organizations will need to answer the following questions: Why - this need, benefit, desireWhat - offering will fulfill theseHow - should this be deliveredAdditional Learning:Umbria Environmental Sustainability ReportThe Blogosphere: Greenfield or Minefield? - Janet and Averil host a webinar with slides, from a similar presentation in Jan. 2008.Visit Umbria.com for additional case studies, webinars, and insights.Current Analysis on Green Consumer Conversation, by Lorne Craig.The slides and audio from this presentation can be found at the Sustainable Brands 08 conference website. Simply register at: http://www.sustainablebrands08.com/user/register , then click on Presentations, select June 4th, then look for 3:10-3:55pm.

Date: June 4, 2008 Location: Sustainable Brands 08 - Monterey, California Organizer: Sustainable Life Media, Business Principal, Eco-AdvantageSpeaker: Patrick Gregston - Film Producer, 'Climate Change'Summary: [Preliminary Abstract pending further Analysis] Patrick is producing a film for the U.S. National Oceanic and Atmospheric Administration. Here he presents clips from it, and talks about the objectives and reason for making a film based on scientific data.Additional Resources:Weather and Climate Extremes in a Changing Climate, June 2008 report by NOAA.The NOAA Climate Story - Patrick's blog.Ceilings Unlimited: A New Documentary on Climate Change Opportunities for Business, by Lorne Craig.Fight Global Warming, by the Environmental Defense Fund.

Date: June 5, 2008 Location: Sustainable Brands 08 - Monterey, California Organizer: Sustainable Life Media, Business & Industry News for SustainabilitySpeakers: Tom Wright, Eco-Tsar, Sustainable Bizness Practice Chad Smith, Manager, Sustainability Initiatives, Business & Product Development, Earthbound Farm Mark Brodeur, Director of Environmental Sustainability, Nestle/Purina David Reiser, VP & General Manager, Georgia PacificSummary: [Preliminary Abstract pending Analysis] Discussion on packaging trends and innovations. I get to ask a question at the very end on Plastic Additives, with great followup answer from Chad.Additional Resources:FTC Green Packaging Claims Workshop, video and transcript proceedings from the Federal Trade Commission's panel on April 30, 2008.Shades of Green, by SustainableIsGood.com (btw, Rider Thompson and his team provide the best sustainable packaging news).From Green to Great, by JoAnn Hines.The slides from Chad's presentation can be found at the Sustainable Brands 08 conference website. Simply register at: http://www.sustainablebrands08.com/user/register , then click on Presentations, select June 5th, then look for 11:25-12:10pm.EcoLect.com, materials community & news.Georgia Pacific sustainable key practices and organization wide programs.

Date: June 5, 2008 Location: Sustainable Brands 08 - Monterey, California Organizer: Sustainable Life Media, Business & Industry News for SustainabilitySpeakers: Mark Lee - CEO, SustainAbilitySummary: [Preliminary Abstract pending Analysis] How will the global outlook of sustainability appear for industries and brands, considering the efforts of leading companies like General Electric, Toyota, Wal-Mart, or for India and China, where energy & resource intensity is higher? Mark discusses the outlook for the next 20 years, while sharing some great stories and elaborating on four 'Bs' that are driving sustainable companies.Additional Resources:Download The Social Intrapreneurs: A Field Guide for Corporate Changemakers. Produced in partnership with SustainAbility, The Skoll Foundation, Allianz and IDEO, this publication spotlights the new breed of leaders, drawing on wide-ranging research and interviews within twenty leading global businesses. The slides from this presentation can be found at the Sustainable Brands 08 conference website. Simply register at: http://www.sustainablebrands08.com/user/register , then click on Presentations, select June 5th, then look for 8:30-9:00am.Future of Sustainability, review by Lorne Craig.

Date: June 4, 2008 Location: Sustainable Brands 08 - Monterey, California Organizer: Sustainable Life Media, Business & Industry News for SustainabilitySpeakers: Larry Vertal, Senior Strategist, AMD Jeff Mendelsohn, Founder and President, New Leaf Paper Paul Katzeff, Founder & CEO, Thanksgiving Coffee CompanySummary: [Preliminary Abstract pending Analysis] The market for carbon offsets is big, with an estimated capitalization of $5.4 billion worldwide in 2008. But it's a tricky industry with many misrepresentations, micconceptions, and often a lack of accreditation and auditing. Serious carbon reduction begins though with a footprint operations analysis, and how you can do the best you can, before looking into offsets. These panelists are very lively and passionate about their work. In this session, panelists share their practical strategies for reaching carbon neutrality, from improving building energy efficiency, to greening IT, to employee engagement programs and more.Additional Resources:Larry Vertal on AMD's Energy-Efficient Product Play, 12min audio interview by Sustainable Life Media.AMD Going Green, official website.Organizations: The Carbon Disclosure Project, The Green Grid, Alliance to Save Energy, U.S. Green Building Council, Environmental Resources Trust, Equator Environmental, Point Carbon Research & Analysis, Pulp Nonfiction Paper Choices and Sustainability in the Paper Industry.PaperCalculator.org, by the Environmental Defense Fund.The slides and audio from this presentation can be found at the Sustainable Brands 08 conference website. Simply register at: http://www.sustainablebrands08.com/user/register , then click on Presentations, select June 4th, then look for 1:30-2:15pm.

Date: June 3, 2008 Location: Sustainable Brands 08 - Monterey, California Organizer: Sustainable Life Media, Business & Industry News for Sustainability Introducer: Anya Kamenetz - Staff Writer, Fast CompanySpeakers: Judah Schiller - Executive Vice-President, Saatchi and Saatchi S Ted Nordhaus - Chairman, The Breakthrough Institute and Managing Director, American EnvironicsSummary: [Preliminary Abstract pending Analysis] In order for sustainable behavior to be taken up by citizens, whether it be reducing consumption or shifting purchasing, it has to be relevant and personal. Benefits have to be visible. Judah and Ted discuss the dynamics of culture and how in order for a new social ethic that reflects a greater concern for oneself, the community, and the environment....personalization is the best step forward.Additional Resources on Judah Schiller's work:Judah Schiller on Sustainability: Make It Personal, interview by Sustainable Life Media.Tapping the Potential Within an Inspired Workforce, interview with Judah Schiller by GreenBiz.com.Shifting from 'Top Down' to Grassroots Creates Sustainable H.R., by GreenBiz.com.The Power of a Billion, podcast with Net Impact.Additional Resources on Ted Nordhaus and Michael Shellenberger:The Death of Environmentalism, the groundbreaking essay.Economist Magazine, Clean Tech Investment & PoliticsAmazon Blog InterviewVideo: Authors at Google, Jan 2008Video: Authors at UC Berkeley, Nov 2007

Date: June 5, 2008 Location: Sustainable Brands 08 - Monterey, California Organizer: Sustainable Life Media, Business current internal research; what customers are saying from the following four segments: enterprise, consumer, small business, and graphic arts; their dual framework for 'in' house, and 'your' house; and the Imaging & Printing division's Green Launch program that's about: conserving energy & resources, offering product recycling programs and reuse, and providing 'digitally green' alternatives.Additional Resources:HP Image & Printing Group Environmental Press Kit, includes: news, images, podcasts, videos, blogs, and case studies.HP Carbon Footprint CalculatorEco Solutions - HP's official environmental web portal.Sustainable IT @ HP LabsHP (Finally) Ready to Spill on Sustainability, by Sustainable Life Media.Green Electronics Interview with Pat Tiernan, HP's VP of corp and env responsibility, by Sustainable Life Media.The slides from this presentation can be found at the Sustainable Brands 08 conference website. Simply register at: http://www.sustainablebrands08.com/user/register, then click on Presentations, select June 5th, then look for 9:50-10:20am.

Date: June 4, 2008 Location: Sustainable Brands 08 - Monterey, California Organizer: Sustainable Life Media, Business & Industry News for SustainabilityModerator: Geoff Beattie, Managing Director, Cohn & Wolfe Global Consultancy Speakers: Nick Astor - Co-founder, Treehugger.com, TriplePundit.com Betsy Rosenberg - Eco-Talk Anya Kamenetz - Staff Writer, Fast CompanySummary: [Preliminary Abstract pending Analysis] How is the media landscape adopting green topics and sustainability? As this is a growing interest for viewers, some channels and outlets have either expanded their coverage through volume, the establishment of new sections/columns/slots, and in the case of Discovery Communications, a new television channel: Planet Green.Additional Resources:Audio & Presentations from Green Media Summit, with a large focus on media operations, production, and packaging. Green Media goes Belly Up, article from Sustainable Industries.Community driven news & social sites: Care2 (9.3m members), Hugg, Glaci3r, Current / EnvironmentCreative Citizen, community for sustainable living.Video interview with Claire Alexander of Discovery Channel's Planet Green Network, by Geoff Beatie.

Date: June 4, 2008 Location: Sustainable Brands 08 - Monterey, California Organizer: Sustainable Life Media, Business & Industry News for Sustainability Introduction: Jurriaan Kamp, Founder, Ode MagazineSpeakers: Paul Polak - CEO, Founder, D-Rev: Design for the Other 90% Kurt Kuhlmann - Chief Technology Officer, D-Rev Cheryl Heller, CEO, Heller Communication DesignSummary: [Preliminary Abstract pending further Analysis] Dr. Paul Polak is an American entrepreneur and philanthropist, named by Scientific American magazine as one of the leaders in technology because of his work with rural farmers in developing nations worldwide. Over decades he's helped the world escape the devastating effects of poverty through facilitating income generation. Polak recognizes that that lack of clean water is the cornerstone of poverty, and has pioneered the development and rural mass marketing of affordable technologies through the small enterprise private sector in developing countries.Additional Resources:Design21, social design network.Open Architecture NetworkDesign without BordersArt Center Design Matters programSocially Conscious Graphic Design, by Kate Andrews.A Leg to Stand On, helping disabled children worldwide.Cooper-Hewitt exhibit archive on Design for the Other 90%Out of Poverty, by Deb Johnson of Core77.

Date: June 4, 2008 Location: Sustainable Brands 08 - Monterey, California Organizer: Sustainable Life Media, Business Author, 'Green Marketing' Speakers: Scot Case - Vice President, TerraChoice Environmental Marketing, Inc. Brooks Beard - Partner, Morrison & FoersterSummary: [Preliminary Abstract pending further Analysis] Scot Case wraps up a presentation (which I was a little late for), on eco labeling, followed up by Brooks who discusses the law regarding the FTC Green Guides, regulations meant to protect consumers from claim misrepresentations, and the current state of affairs. Afterwards, both Scot and Brooks talk about current practices in ethical product communications, substantiating claims, avoiding greenwashing, and establishing credibility with stakeholders and the public.Additional Resources:SMaRT Sustainable Product StandardVideo: Environmental Labeling, A Corporate PerspectiveGreenwashing Index, user submitted & rated video advertisements.Wikipedia: GreenwashHow to Establish Green Marketing Credibility, Sustainable Life MediaThe Six Sins of Greenwash and How to Repent, Sustainablog.org

Date: June 2, 2008 Location: Sustainable Brands 08 - Monterey, California Organizer: Sustainable Life Media, Business & Industry News for SustainabilitySpeaker: Beth Trask - Manager, Corporate Partnerships, Environmental Defense FundSummary: [Preliminary Abstract pending further Analysis] Founded in 1967 as the Environmental Defense Fund, they tackle the most serious environmental problems with strong science, innovative markets, corporate partnerships, and effective laws and policy. Beth speaks about the EDF's 2008 Innovations Review, which highlights innovations (hi/low-tech, policies, best practices) currently being carried out by leading organizations.Additional Resources:Innovations Review 08 - Making Green the New Business as Usual (PDF)Oceans Alive, by the EDF.Fight Global Warming, by the EDF.Scorecard, local pollution information.Wikipedia: Environmental Defense Fund

Date: June 3, 2008 Location: Sustainable Brands 08 - Monterey, California Organizer: Sustainable Life Media, Business Author, 'Green Marketing'Speaker: Julie Fasone Holder, Senior Vice President, Chief Marketing, Sales and Reputation Officer, The Dow Chemical CompanySummary: Julie highlights Dow's Human Element campaign, and the company's sustainability achievements and goals. It's important for a chemical company nowadays to appropriately communicate who they are, what they do, and how they're contributing to a better world (instead of unnecessarily polluting it, via the actions of further parties in the life cycle).While I find the actual story to be good, the original television commercial was a bit glossy and emotional, and made me wonder if all of this was just a nice flowery smokescreen. Likely it isn't, but one has to think about how advertisements might be perceived by the public. If we live in the age of authenticity and sustainability, it's important for a huge multinational chemical corporation to communicate its message appropriately. Emotional appeal is nice, do it tactfully, but remember to give some substance in your promotional communications. First impressions count, and if you're serious about your sustainability commitments, at least give a web address on the commercial for the cynics, informed and really interested viewers (in marketing & product development, we call them thought leaders, influentials, and lead users). That way you cover your bases and don't leave a hole for critics to start judging you right away. While I haven't seen some of the newer commercials Julie refers to, in addressing climate change for example, a great first step is ensuring this web address can be seen and read in each communication piece: dow.com/sustainabilityAdditional Resources:Dow adds Hu(Human) to the Periodic Table of the Elements - by Deb Johnson, Core77.The slides from this presentation can be found at the Sustainable Brands 08 conference website. Simply register at: http://www.sustainablebrands08.com/user/register , then click on Presentations, select June 3rd, then look for 9:05-9:35am.

Date: June 4, 2008 Location: Sustainable Brands 08 - Monterey, California Organizer: Sustainable Life Media, Business Principal, Eco-AdvantageSpeaker: Erin Carlson, Director of Yahoo! for Good, Yahoo! Inc.Summary: [Preliminary Abstract pending further Analysis] Yahoo for Good is a customer portal that seeks to inspire and empower people to make a postive impact around the world, by providing news, tips, and communities.Additional Resources:Yahoo Go Green, tips and actionable informationYahoo's Carbon Neutral Plans, by Yahoo for Good.Five Ways to Attract Green Customers, by Ecopreneur.Yahoo / Network for Good, a partnership for helping Yahoo community members raise cause awareness and donate money towards charities, through web widgets.Greening Your Brand from the Inside Out, by Unicycle Creative.The slides from this presentation can be found at the Sustainable Brands 08 conference website. Simply register at: http://www.sustainablebrands08.com/user/register , then click on Presentations, select June 4th, then look for 9:20-9:55am.

Date: June 3, 2008 Location: Sustainable Brands 08 - Monterey, California Organizer: Sustainable Life Media, Business s largest online marketplace of eco-friendly and fair trade products. Here they discuss the WorldOfGood's origins, their unique business model, and how their vision will provide a positive force for good, based on the economies of scale and infrastructure that Ebay provides, and the large number of craftsmen, artisans, and other merchants in developing countries looking for their products to reach new markets with interested buyers.Additional Resources:Shop: OriginalGood.com ; Org: World of Good DevelopmentWorld of Good connects artisans, consumers and wholesalersSocial Venture NetworkInterview with Robert Chatwani, by TreeHugger.Video Interview with Priya and Robert, by Geoff Beattie.The slides from this presentation can be found at the Sustainable Brands 08 conference website. Simply register at: http://www.sustainablebrands08.com/user/register , then click on Presentations, select June 3rd, then look for 2:35-3:20pm.

Date: June 3, 2008 Location: Sustainable Brands 08 - Monterey, California Organizer: Sustainable Life Media, Business Author, 'Green Marketing'Speaker: Jeffery Hollender - President, Seventh Generation Inc.Summary: [Preliminary Abstract pending Analysis] Jeffrey gives an inspiring speech everyone should watch. Here's more about them, as written on the company's About page.[This] company is committed to becoming the world's most trusted brand of authentic, safe, and environmentally-responsible products for a healthy home. For 20 years, the closely held Burlington, Vermont-based company has been at the forefront of a cultural change in consumer behavior and business ethics.Seventh Generation brand-name products include: non-chlorine bleached, 100% recycled paper towels, bathroom and facial tissues, and napkins; non-toxic, phosphate-free cleaning, dish and laundry products; plastic trash bags made from recycled plastic; chlorine-free baby diapers, training pants, and baby wipes; and chlorine-free feminine care products, including organic cotton tampons.One of the country's first self-declared "socially responsible" companies, Seventh Generation is a business that operates according to a new and different set of principles and values that in many ways are a marked departure from those long considered "traditional." Its business practice is focused on offering people avenues to express their idealism, passion, and commitment to causes larger than themselves at every point along its supply chain from suppliers and partners to shareholders, customers and its own staff.The company derives its name from the Great Law of the Iroquois that states, "In our every deliberation, we must consider the impact of our decisions on the next seven generations." Every time you use a Seventh Generation product you are making a difference by saving natural resources, reducing pollution, keeping toxic chemicals out of the environment and making the world a safer place for this and the next seven generations.Additional Resources:The Inspired Protagonist, Jeffrey's blog.Inventing the Future of Management - Jeffrey's posts from Gary Hamel's special seminar for 50 business leaders. Part I, Part II, Part III, Part IV.Can You Be Green Without Also Being Transparent?, by Harvard Business Review.There's Lead In Your Lipstick; What Costmetic Companies Aren't Telling You, by Jeffrey on Huffington Post.Spin Cycle: How to Decode Environmental Claims, by Jeffrey on Amazon.Seventh Generation Culture as Brand, by Sustainable Life Media.

Date: June 3, 2008 Location: Sustainable Brands 08 - Monterey, California Organizer: Sustainable Life Media, Business & Industry News for SustainabilitySpeaker: Greg Owsley, Chief Branding Officer, New Belgium BrewerySummary: [Preliminary Abstract pending Analysis] Healthy living and enjoying life, responsibly and sustainably, is what New Belgium Brewery is all about. Their 'Fat Tire' beer is excellent, by the way.Greg takes us through New Belgium and gives us an inside look of how they've connected with their customers and the public, not on beer topics, but on living life through community events, sponsorships, cause-related marketing, and traditional advertising. It's a great look at a brand that's matched its culture and mission to its promotions and customer engagement/outreach programs, in a way that's playful and very authentic.Additional Resources:New Belgium Sustainability, official webpage.Five case studies on New Belgium, by e-businessethics.com.Would you trade your car for a bike? by Deb Johnson, Core77.If It Isn't Fun, It Isn't Sustainable, by Sustainable Life Media.New Belgium Brewing Recycles Campaign, by Brandweek.The Four Principals of Sustainable Business of New Belgium Brewery, by Nick Astor of TriplePundit.com.Transparency is the New Black, and Video interview with Greg Owsley, by Geoff Beattie.The slides from this presentation can be found at the Sustainable Brands 08 conference website. Simply register at: http://www.sustainablebrands08.com/user/register , then click on Presentations, select June 3rd, then look for 11:20-12:00pm.

Date: June 4, 2008 Location: Sustainable Brands 08 - Monterey, California Organizer: Sustainable Life Media, Business Principal, Eco-AdvantageSpeaker: Eric Ryan - Co-Founder and Chief Brand Architect, Method ProductsSummary: [Preliminary Abstract pending further Analysis] Method is a household cleaning products company that has turned this product category on its head. Founded by Eric Ryan and Adam Lowery, their mission was to make effective non-toxic cleaners with beautiful packaging designs.In this presentation, Eric talks about the history of the company, their difficult efforts to find just the right ingredients that provide the cleaning power efficacy people need, their design philosophy, and Method's employee culture.Additional Resources:Method's Madness, by Deb Johnson, Core77.The Eco Method, by Geoff Beattie. Dark Green on the inside, Bright Green on the outside, by Lorne Craig.Frog Design Speaker Series - Interview with Method's Eric Ryan, Jan 07.Fighting Dirty, Interview with Method's founders by Grist.org.

Date: June 3, 2008 Location: Sustainable Brands 08 - Monterey, California Organizer: Sustainable Life Media, Business Author, 'Green Marketing'Speaker: Bobbie Parisi - Vice President of Marketing, KEEN FootwearSummary: [Preliminary Abstract pending Analysis] Hailed by AdAge as one of their Top 50 Sharp Ideas, Bobbie planned and executed Keen's "STAND" campaign, which raised their website traffic by 58% and email newsletter signups by 90%. This brand has resonated very well with young adults under 35, and the company has realized a large sales growth through community outreach programs, bringing their sustainability message to college students across the country, and through cause-related marketing efforts.Additional Resources:Going from $0 to $150 million in 5 years, by Lorne Craig.Keen STANDS Tall in our Kitchen, by Jessica of FreeThink.Bobbie Parisi on Challenging the Green Consumer, Q&A with Sustainable Life Media.KEEN Hybrid.STAND Inspires Everyone to Stand Up for the Environment, by GreenSage.com.The slides from this presentation can be found at the Sustainable Brands 08 conference website. Simply register at: http://www.sustainablebrands08.com/user/register , then click on Presentations, select June 3rd, then look for 11:25-12:00pm.

Date: June 3, 2008 Location: Sustainable Brands 08 - Monterey, California Organizer: Sustainable Life Media, Business Author, 'Green Marketing'.Summary: [Preliminary Abstract pending Analysis] Jacquelyn is the original rockstar of green marketing, a long time veteran that has paid her dues and helped hundreds of companies over the past 20 years. In this opening speech to the Sustainable Brands 2008 conference, Jacquelyn describes some of the trends in the sustainable product development and branding space, offers valuable insights into the right way to go about ethical green marketing, and speaks briefly on the upcoming speakers. Want to learn more? Seriously, go buy her book.Additional Resources:Green Marketing Manifesto, the seminal book by John Grant.Interview with Jacquelyn Ottoman, by Geoff Beattie.Skip the Babies, Kill the Daisies, and Pulverize the Planets! (Or, Green Marketing for the 21st Century), by Sustainable Life Media.Green Marketing 101: There's No Such Thing As a Green Product, by Sustainable Life Media.