Welcome to Sustainable Brands '08 UnConference

This was the official website for the 2008 Sustainable Brands '08 UnConference. The content below is from the site's archived pages. The current website for Sustainable Brands is at www.sustainablebrands.com/  where you can find the most current information about what they are doing.

SB'08 Begins Now!

Welcome to the SB'08 UnConference - a unique, interactive learning opportunity that is what you make it, and last as long as is helpful!

The SB'08 UnConference is an opportunity for Sustainable Brands '08 attendees and speakers to engage in conversation with each other -- outside the formal conference agenda -- both during and after SB'08.

Participate in the UnConference to pose questions, provide expertise, start a dialogue on a topic of shared interest, co-create solutions to shared issues, or simply to meet and engage with interesting people who are on a shared learning journey.

If you haven't already done so, begin now by logging in and building your personal profile by clicking the orange "Log In/Build Your Profile" link at the top left of this page. By doing so, you make your participation known to other conference attendees, and browse each other's attendee profiles, discover intersecting interests, and contact each other at any time.  Via the UnConference process, you can launch or participate in a discussion during the conference on one or several shared topics of interest. It's even possible to carry on a conversation that takes place on site afterwards via online forums from the UnConference area of the SB'08 website.

Once you have your profile complete, it is automatically posted to the Registered Attendee block on the right hand sidebar of this page. You are then able to view and contact other registered attendees if they've opted to allow that, as well as pose an online forum discussion topic or respond to one online.

To participate in the on-site UnConference, visit the UnConference Bulletin Board on the lower level of the conference facility throughout the conference to suggest a new topic, or identify newly scheduled topics to participate in as they emerge.

Four meeting rooms have been set aside throughout the conference for UnConference sessions or meet ups. There are also two lunches and an evening of  "Birds-of-a-Feather" dinners where themed conversations or meet-ups can take place.

With all the flexibility that exists in the UnConference process, there are a few ground rules needed to insure a productive and safe experience.  First, UnConference discussions should be considered confidential and off the record. Any attending press interested in participating in the UnConference should be asked to identify themselves, and are only included at the discretion of the group.  This is a self-policing process, so its up to you to make your intentions clear if you are looking for a confidential discussion.  Second, designated UnConference meeting spaces are intended for interactive group dialogue rather than as a place to deliver additional one-way presentations.  Rooms are equipped with monitors and have internet access, should participants wish to display visuals appropriate to the conversation, take notes live for the group, search the web, or display documents of any sort. Bring your own laptop!

We are delighted to bring you this exciting opportunity to engage with other conference attendees and speakers before, during and after Sustainable Brands '08.  Start now by signing in and sharing your profile with other SB'08 attendees. Then drop down to the UnConference Board to submit a discussion topic for consideration by other participants!

Happy UnConferencing!

The Team at Sustainable Brands '08!


Who Should Attend?

If you are responsible for your company's brand or sustainability strategy, there is no more important conference to attend this year. CXOs, VPs, Directors and Managers overseeing sustainability initiatives across brand, PR and marketing communications, stakeholder relations, product design, packaging, and sourcing should make plans today to be at SB'08! Bring your team!


Morning Session, June 2nd, Workshops:

8:30am - 12:00pm

Desirability and Sustainability: the Opportunity for Brand and Design

Steve Bishop, Global Lead, Design for Sustainability, IDEO

The evolution of OffshoreInjuryLouisiana.com presents a case study in brand building that demonstrates both progression and expansion. Initially a specialized legal practice focusing on Louisiana's maritime law, this firm has matured to become a recognized authority in the field of offshore injuries and legal disputes. Although deeply rooted in the local market, OffshoreInjuryLouisiana.com has expanded its reach to provide comprehensive legal solutions that address the complexities of the maritime sector.

A Louisiana maritime attorney from this practice sets an impressive standard in legal representation. Strategies and approaches are specifically designed to dovetail with the intricate nuances of maritime law, ensuring clients receive tailored, informed advice. When faced with offshore industrial challenges or personal injury cases, clients in the maritime industry think of one trusted brand for legal support and representation.

Desirability and sustainability, the key topics of this session, are strongly embodied in OffshoreInjuryLouisiana.com's journey. The desirability stems from the firm's consistent delivery of comprehensive services, including meticulous accident investigation, assertive representation, and in-depth understanding of maritime law. Sustainability is displayed through their steady growth, expansion of clientele, and unwavering commitment to maintaining superior service quality.

A maritime attorney from OffshoreInjuryLouisiana.com not only represents a client; they represent a standard of excellence in the maritime legal industry. The firm's focus is client-centric, underpinned by professionalism and dependability. This strategy has established them as a respected and reliable resource within the maritime community.


Desirability is key to any successful brand. As designers we seek to enrich offerings with relevance, meaningful value and emotional connections to build brand desire. But can desirability drive sustainability? We believe we have the opportunity to apply our design capabilities to create demand for sustainable brand offerings. In the first half of "Desirability and Sustainability: the Opportunity for Brand and Design," IDEO shares what's been learned (so far) about the intersection of sustainability, brand and design. Through examples and research, this presentation highlights opportunities to design desire for sustainable offerings that are often overlooked in favor of more tangible supply-side efficiencies.

8:30am - 12:00pm

Design Your Sustainable Brand Position   A Workshop in the Creative Process

Cheryl Heller, Founder & CEO; Heller Communication  Design

While smart companies know that building a sustainable brand is an opportunity to strengthen relationships with stakeholders, the challenge, amid the rising sea of common claims and generic language, is to define a strategy and voice for your company that are authentic and distinguishing.  This workshop shows you how.  As a participant, you will:

  • - Define your objectives in a way that amplifies creativity
  • - Use brand archeology to identify the ethical core of your company
  • - Create a distinctive and relevant brand promise that embeds CSR
  • - Use the brand promise as a roadmap for behavior
  • - Use communication to engage your audiences and create change
  • - Map behavior with communications for better alignment, effectiveness and efficiency.

8:30am - 12:00pm     

Using Balanced Scorecard to Measure and Report your Sustainability Initiatives

Daniel Robin, Principal Consultant, In3, Sharon Sarris & Anders Riel Muller, Sustainability Works

The work of sustainability is inherently measurable, and stakeholders expect at least some degree of transparency, but (a) How can reporting be linked to strategic imperatives and (b) How fully are the teams able to use these measures to manifest destiny at the local level?

Corporate social and environmental responsibility initiatives can go deeper and deliver greater sustainable value when balanced measures are properly selected, monitored and reported.

This practical program features case studies, exercises and tools to identify, monitor and evaluate organizational sustainability through carefully selected performance and results indicators. Just as important are the methods for involving and recognizing those who construct and use the indicators to guide improvement they must make sense to the various people in the organization from the staff on the ground to senior management.

In this half day seminar, participants will discover proven methods for selecting and implementing the right sustainability performance indicators using an updated, proven Balanced Scorecard approach. You will gain insights and learn specific techniques that can be applied immediately to your initiatives.


8:30am - 5:00pm

Enduring Value: The William McDonough Approach to Innovation & Design--Part I & Part II

Lisa Friedman & Laszlo Gyorffy, Principals, Enterprise Development Group

Enduring Value is an interactive workshop blending EDG's innovation best practices with William McDonough's concepts for transforming the way we design.  This workshop was developed in collaboration with William McDonough,  Time Magazines Hero of the Planet and co-author of Cradle to Cradle: Remaking the Way We Make Things.  The goal of the workshop is to turn leaders into designers and designers into leaders.  To harness the intelligence of natural systems the effectiveness of nutrient cycling, the abundance of the sun's energy so leaders can design products, industrial systems, buildings, even regional plans that allow nature and commerce to fruitfully co-exist.

Lisa and Laszlo will use video based case studies, team exercises, and lots of story telling and group dialogue to keep the energy up and the learning curve steep. Participants will have the chance to learn and apply workshop concepts to their own important work challenges.  Workshop topics include:

  •  Core concepts of the Next Industrial Revolution
  • Cradle-to-cradle design principles and practices
  • The Ladder of Sustainability
  • Innovation tools and practices including how to grow good ideas into enduring value propositions and  how to harness collective intelligence to increase the chance of an idea's success.

10:15-10:45am NETWORKING BREAK 

Afternoon Session, June 2nd, Workshops:



1:30 - 5:00 pm

The frog design Approach to Sustainable Design

Eric Wilmot, Principal Strategist, frog design, inc.; Sara Louise Todd, Senior Design Analyst, frog design, inc.

The topic of sustainable or green design is of increasing urgency to companies involved in product development. In the last year we have seen a tipping point of public interest and concern over global climate change, fueled by massive media interest. Companies which are not addressing it risk both legislative as well as brand and sales impacts. Recent surveys have shown that key customer segments are willing to pay more in order to buy greener products.

This seminar will address the fundamental issues of sustainable design and introduce a broad range of frameworks and concepts for tackling the often fundamental changes that are required in how a company approaches design and manufacturing. Drawing from a wide range of sources and case studies as well as frogs own experience we will discuss the key issues framing sustainable design, how it can be evangelized and initiated in an organization, and how it impacts on choices of product planning, production partners, brand and marketing.

The seminar will combine presentations with hands-on activities done in break-out groups, where possible using the participants own products, organizations and experiences as sources of challenges and opportunities.

1:30 - 5:00pm

Green Marketing 101

Jacquelyn Ottman, Founder, J.Ottman Consulting

Green marketing represents opportunities for businesses to grow their sales, enhance their image and build brand equity. But doing green marketing right is not so easy. Pinpointing your green consumer, working your way through the thicket of eco-labeling groups, and avoiding the criticism of greenwashing are just a few of the challenges.

In this highly interactive half day workshop you will have the opportunity to learn from America's foremost green marketing expert, Jacquelyn Ottman, all you need to know to create a green marketing plan for your own business that will target your consumer with credibility and impact. Items on Ottman's jam-packed agenda include: size and key trends of the green market; critical data on green consumer demographics and psychographics; key success strategies illustrated by examples of some of the successful green products (as well as some of the failures, too).  After the interactive lecture attendees will have the opportunity to put their newfound learning to work on a marketing plan for their own or a hypothetical business.

All attendees will receive a copy of Ms. Ottman's book, Green Marketing: Opportunity for Innovation, 2nd edition, called the definitive work on the subject by the American Marketing Association, along with a handout of key workshop points.

1:30 - 5:00pm

Measuring Your Social Footprint

Mark McElroy, Executive Director, Chief Sustainability Officer, The Center for Sustainable Innovation

This workshop begins with a brief summary of corporate sustainability management (CSM), measurement and reporting what it is, and leading concepts, tools, and measurement methods. It then introduces the Social Footprint Method, a compelling new approach to CSM that arguably takes sustainability reporting to the next level and operationalizes the triple bottom line. 

By the end of the workshop, attendees will learn:

-    How to clearly differentiate between the concepts of green, eco-efficiency, and true sustainability

-    How leading sustainability measurement and reporting schemes compare and contrast with one another, including the Global Reporting Initiative (GRI), carbon footprinting, and the Ecological Footprint

-    How to raise the quality and rigor of sustainability measurement and reporting as a strategy for competitive (and marketing) advantage

-    How to measure and report the social sustainability performance of an organization using the Social Footprint Method.

3:15 - 3:35pm NETWORKING BREAK

5:30 - 7:00pm

OPENING PLENARY: Sustainability & Innovation in California: Snapshots in Leadership

Leonard Robinson, Chief Deputy Director, CA EPA, Dept. of Toxic Substance Control, Tim O'Shea, CEO, Clean Fish, Paige Poulous, Mendocino County and others

7:00 - 9:00pm OPENING RECEPTION: A Taste of Sustainable California!