At Sustainable Brands '07 you'll learn how to build brand equity and sales by tapping in to increasing customer demand for more environmentally and socially friendly products. You'll find:

• * Exhaustive, Up to the Minute Research

• * Smart Business/Brand Strategy

• * Success Stories/Case Studies

• * Tangible Take Home Tactics

Read on to learn about the tremendous line up of expert speakers you'll hear from and what they'll discuss...

Wednesday, September 26, 2007

Registration and PRE-CONFERENCE WORKSHOPS -- 8:30-5:00pm

PLUS

Opening Night Conference Event

5:45pm - 9:00pm

Forever New Orleans! Join with corporate leaders and city officials for an immersive look at how corporate America continues to be impacted by and involved with the rebuilding and re-branding of New Orleans. Then relax and enjoy local New Orleans food and entertainment as you get acquainted with other conference participants.

5:45 Doors Open: Cocktails and Networking

6:00 , 6:10: Welcome to Sustainable Brands '07 (KoAnn Skrzyniarz)

6:10 - 6:40: Green to Gold Andrew Winston

6:40 - 6:45: Forever New Orleans introduction (Pam Van Orden)

6:45 - 7:15: Rebranding New Orleans (Steve Perry and Robbie Vitrano)

7:15 - 7:30:Brown Forman on the spirits of sustainability

7:30 - 9:00: Cocktails, hors d'oeuvres, music and networking.

 

Thursday, September 27, 2007

MAIN CONFERENCE DAY ONE

7:30 - 8:15

Late Registration And Coffee

8:15-9:00

Welcome and Opening Remarks: A Look Back at 20 Years in Green Marketing
Jacquelyn Ottman, Conference Chair, J.Ottman Consulting

9:00 - 9:20

Green Brands 2.0 Why Green Branding Makes Increasing Business Sense
Annie Longsworth, EVP & Managing Partner, Cohn & Wolfe San Francisco, Russ Meyer, Chief Strategy Officer, Landor Associates and Tom Agan, Managing Director, New York, Penn, Schoen and Berland

Investing in green product alternatives may seem out of reach for many, or perhaps an investment with little potential return. Results of a just completed study provide insight into why this is generally no longer the case, whats behind our growing drive toward choosing green alternatives, and right or wrong, the latest public sentiment about which brands are the best at being Ëœgreen.

9:20 - 10:00

Wal-Mart's Sustainability 360 - What's Behind It What You Can Learn From It
Rand Waddoups, Sr. Director of Corporate Strategy and Sustainability, Wal-Mart

Representing 1-2% of the US GDP, Wal-Marts new commitment to
sustainable transformation will have resounding impact. Learn why Wal-Mart has made this new commitment, what they are doing about it, and what you can learn from their experience so far. Hear how Wal-Mart is hoping to work with its partners and suppliers to help drive sustainability into the maintream, as well as how these efforts may impact the evolution of Wal-Marts brand.

10:00 - 10:20 -- Break

 

10:20 - 11:00

The Latest Innovation in BPs Brand Journey: Helios Power
Ann Hand, SVP Global Brand Marketing & Innovation, BP

BPs Beyond Petroleum campaign helped land BP in the top 5 in a
Landor and BrandEconomics study of companies with the greatest
increase in brand equity from 2001-2005. But the company is just getting started in innovating its brand for sustainability. Heres a first look at the evolution of its next big brand play, the $45 million Helios Power initiative, including plans for an innovative eco-consumer lab, Helios House, which will soon be integral to BPs 25,000 retail locations across the globe touching more than 13 million consumers a day.

 

11:00-11:40

Key Factors in a Successful Sustainable Brand Story: How Supply Chains & Manufacturing Contribute
Moderated by: Paul Murray, Director, Environmental Affairs, Herman Miller, with Steve Bradfield, VP Environmental Development, Shaw Industries, Inc. and Kindley Walsh-Lawlor, Sr. Director, Strategic Planning and Environmental Affairs, GAP

Green washing is a charge we all want to avoid. Its not enough to put a new label on your product, or to simply apply a warm fuzzy Ëœhuman face to your messaging. Before you start off, be sure youve considered how your supply chain and manufacturing play a role in your brand. Learn from the experience of these innovators how they have improved their supply chain and manufacturing operations to support a more legitimate sustainable brand story.

11:40 - Noon

Moderated Q&A with Morning Speakers

Noon - 12:45

Hosted Lunch

12:45 - 1:30

Lunch Presentation:
Repositioning Green: Sustainability and the Rebirth of Millicare
Janine James, Founder, The Moderns

In 2006, Milliken subsidiary MilliCare evolved from being a generic
commercial carpet care company to a powerful symbol of sustainability and health. Today, the MilliCare brand strategically integrates a commitment to indoor air quality, unique client interaction, and a drastically improved employee retention rate. Named one of ReBrand 100's Best Of 2006, MilliCare serves as a model of brand innovation. This case study will track the development of the MilliCare culture and explore how a holistic approach to branding can serve as a vehicle for a brand's successful reinvention.

1:45-2:30

Afternoon Breakouts

Using Eco-labels and Third Party Certifications to Build Consumer Confidence and Drive Sales

Moderator: Sol Salinas, EVP, JOttman Consulting with Paul Shahriari, founder of GreenMind on LEED, Arthur Weissman, CEO, Green Seal, Maria Vargas, Director of Strategic Partnerships, U.S. EPA, Energy Star, and Steve Bolton, Manager of Business Development, MBDC's Cradle to Cradle Certification

Legitimacy is an important concern when stepping out to build a sustainable brand. Third party certifications can help lend credibility and speed the acceptance of your new brand. Learn from these leading certifiers what it takes to be certified, and how certifications have led to a stronger competitive story and bottom line growth for specific brands.

Integrating Brand and CSR: Quantifying CSRs Impact on Brand: An Interactive Roundtable
Carol Holding, Holding Associates, and Piper Gianola, Brand Strategy Manager, Cisco

In 2005, Cisco sponsored a project with Holding Associates to integrate its brand and CSR. One of the projects goals was to explore the hypothesis that CSR could have a measurable impact on brand and then to calculate what that impact would be. This effort led to a quantitative study, JUST COMPLETE that merged 18 years of data from CoreBrand's Brand Power database and KLD, the leading SRI rating service, to show significant correlations between CSR and brand value, the first to do so across virtually all Fortune 500 companies. Hear about this journey, share successful strategies of your own and comment on this newly released study in this interactive session.

2:30 - 3:15

Best Practices in CSR/Sustainability Reporting as a Brand Building Tool
Courtney Barnes, Editor of the CSR Guidebook, with Angela Harrell, Creative Director, Corporate Reports, Coca-Cola, Leah Haygood, President, BuzzWord, David Hudson, Principal, Hudson Consulting

Transparency is perhaps the biggest new watchword for business in the 21st century, and smart Sustainability reporting, when properly executed, can be a great tool for helping you tell your brand story. Learn from these leaders about todays best practices.

Gaining Momentum and Ensuring Sustainable Success through Multi-Stakeholder Engagement and Collaboration
Robin Raj, Founder/President, Citizen Group, Judah Schiller, EVP, ActNow, David Refkin, Director of Sustainable Development, Time, Inc.

Going Green is a journey, not a destination. The challenge is to
engage your business in systemic and sustainable change and prove how it is in the best interests of shareholders over time. In this session, learn how internal activists can sustain the interest and concern surrounding global warming and transform it into real and measurable change, to everyones benefit. How does one sell green initiatives within companies? What is the proper role of communication in sustaining your efforts? Real-life examples of meaningful market transformation involving Major League Baseball,
Warner Music Group, Ivy Hill and other culture-leading organizations
will be reviewed.

3:15 - 3:45 -- Break

 

3:45 - 4:30

Building a Shadow Brand: A Success Story in Building Values-Based Sales

Mario Assadi, CEO, Greener Printer and Jeff Mendelsohn, CEO, New Leaf Paper

In 2001, Tulip Graphics bought a new environmentally improved
printing press and thus embarked upon a journey that led to the
deeper evolution of a greener value proposition, a new corporate brand and serious sales growth through a values-based supply chain and sales strategies. The story of Greener Printer and its value-chain partner New Leaf Paper will inspire and challenge you to identify opportunities for you to do the same!

Design and Content for Sustainability Communications
Cynthia Figge, Ekos International, Dale Hart, Creative Director, Methodologie

This session will provide practical tips on how organizations can infuse sustainability into their core brand values. Getting your message across requires good design and powerful content , both in print and online , to create an emotional connection; highlight your strategies, views, and priorities; build brand equity; and differentiate you from competitors. You will also learn how design and content matter in preparing Sustainability and CSR Reports.

4:30 - 5:15

The New Luxury A Deeper Definition
Anya Kamenetz, contributing editor, Fast Company, leads a conversation with Christine Driscoll, Head of edun LIVE, edun, Gwynne Rogers, LOHAS Business Director, The Natural Marketing Institute, Jeff Slye representing Kimpton Hotels

Increasingly, an educated and wellheeled consumer segment is beginning to define luxury a new way as it seeks to use its spending power to ensure the improved social and environmental impact of its purchasing. To encourage this trend, Bono and his wife Ali Hewson have launched Edun as a channel for driving dollars for good through better purchasing. Learn more about whats behind this movement and discuss whether, and if so, how this trend might catch on over time.

Smart, Sustainable Product Design

Terry Swack, Founder/CEO, Clean Culture

The demand for 'green' products is here, but the ability to deliver has not caught up. There's going to be a lot of brand loyalty up for grabs! Our consciousness has shifted in leaps and bounds - government, businesses and consumers. And now a growing demand for accountability and transparency is driving sustainability business practices, changing the way companies design products. Sustainable product design is becoming mainstream. Just like all products must now be designed to be safe, we're hurtling toward a world where it will be given, they must also be designed sustainably. Many companies are beginning to understand what they need to do, but they just don't know what's most important and where or how to begin. This talk will present a perspective on sustainable product design and life cycle thinking, as well as look at what some companies are doing and saying about 'going green'.

6:00-9:00pm

Sign up to dine with peers at local New Orleans restaurants!

Select your favorite restaurant, or your favorite discussion topic , well help facilitate! However you choose where to go for dinner, youll enjoy interacting with peers in one of a kind, truly classic setting.

Friday, September 28th

MAIN CONFERENCE DAY TWO

8:30 - 8:35

Welcome Back

8:35 - 9:20

Learning From Aveda's Brand Journey
Suzanne Dawson, SVP Global Brands, Aveda

Aveda has established itself as one of the leading sustainable brands. From supply chain choices, to packaging, to its relationship with employees and customers, the company gets consistent high marks for authenticity and transparency. Gain insights helpful for both sustainable brand newcomers, and those well along the journey from experience learned while building sustainable brands on three
continents.

9:20 - 10:05

The Evolution of Ecomagination , Integration Strategies for Big Brand Initiatives
Jeff Renaud, Director, Ecomagination, GE

Since taking a dramatic leadership stance by attaching significant internal business goals to brand strategy through its globally recognized Ecomagination commitment, GE has continued its effort to integrate this global brand effort with branding and communications strategies throughout the organization. Get an up to the minute look at how Ecomagination is unfolding at GE and the impact it is having on brand equity and the business.

10:05-10:30 -- break

10:30 - 10:45

The Emerging Carbon Market
Clem Palevich, Director, Sustainable Energy Solutions Group

Response to global warming has become a very significant topic of discussion over the past 12 months. This brief session will provide an introduction to the emerging Carbon Market, explain the carbon value chain and carbon offsetting as an introduction to our panel discussion about how your carbon footprint and your brand.

10:45-11:30

Carbon Footprint Transparency: A Sustainable Brand Imperative
Moderated by Todd Woody, the Green Wombat , Panelists: Susan Space, Director of Brand and Advertising, Sun Microsystems, Larry Vertal, Senior Strategist, AMD, and Clem Palevich, Sustainable Energy Solutions Group

This panel discusses some of the concrete climate-related actions that are likely to become tomorrows baseline expectation of corporate responsibility. Youll learn who is taking the lead, and what you can do today to get ahead of the game.

11:30 - Noon

Audience Q&A with Morning Speakers

Noon -12:45 -- Lunch Hosted by Constellation NewEnergy

 

12:45 - 1:30 -- Lunch Speaker

Driving Sales While Building a More Sustainable Brand at HSBC
Nicole Rousseau, VP, Retail Marketing, HSBC, with Linda Lewi, Chief Integration Officer, JWT

HSBC set out to develop a green social marketing platform that would leverage the companys commitment to combating climate change and reducing its own carbon footprint while driving sales. Recognizing that local action has global consequences, its There's no Small Change campaign provided a unique incentive for green-inclined prospects by offering customers ways to reduce their own carbon footprint. Achieving 103% of its goal, the campaign generated new account activity across all segments and brought in more affluent customers at higher asset levels per account than past campaigns. Learn how!

1:30 - 1:45 -- Break

 

1:45 - 2:30

Greening Your Brand in a Web 2.0 World
David Wigder, VP, Director, Digitas, blogger, Marketinggreen.wordpress.com, Janet Eden Harris, CEO, Umbria Inc., Brian Reich, Director, New Media, Cone, Inc.

Theres no doubt the fact that we live in the Internet age makes it trickier business to lay claim to a sustainable brand. At the same time, internet equipped stakeholders are one of the key reasons sustainability is unlikely to become a passing fancy as have some environmental movements of the past. Our panel provides you concrete advice on managing your brand online, and turning the Internet into an opportunity for positive customer conversation.

Consumer Orientation to Sustainability/How to Sell Whats Good for Us
Steve Bryant, President, Publicis, Terri Simpson, ConserVerde

Sustainability is seen by consumers as more than simply saving the earth. In a sense, it is about the ability to control ones surroundings or preserve a certain way of life. This session will provide a look at the data behind the explosion in media overage on Climate Change and will highlight green developments in the food industry as a basis for understanding how to popularize a brands environmental benefits while sustaining or enhancing its functionality and appeal. It will also address a crucial question: How sustainable is consumer interest in Sustainability.

2:30 - 3:15

Top Interactive Marketing Tactics for Sustainable Brands
Perry Goldschein, Managing Director, SRB Marketing, with Seth Bauer, Editorial Director of National Geographics The Green Guide

This session will discuss how companies can use targeted, online marketing tactics and resources to provide excellent results for both branding and direct response. Included will be a review of such tactics as e-mail marketing, online planning and placement, search engine advertising, and supporting creative for interactive campaigns.

Desirability and Sustainability: the Opportunity for Brand and Design-- Part I
Steve Bishop, Sustainability Domain Lead, IDEO, and team.

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.

 

3:15 - 3:30 -- Break

3:30 - 4:15

Societal Trends Impacting the Global CSR/Sustainable Business Context: Implications for Branding
Rob Kerr, Executive VP, Globalscan

This presentation will discuss key findings and implications from
GlobeScans 2007 public and expert opinion research on issues in brand reputation, CSR and sustainable development. These and other topics of interest to corporate brand builders will be addressed: Trust in institutions, expectations of large companies, ratings of leading companies and drivers of CSR and SD reputation, shareholder activism and global competitive context.

Desirability and Sustainability: the Opportunity for Brand and Design-- Part II
Steve Bishop, Sustainability Domain Lead, IDEO, and team

In the second half of the presentation, attendees will have a chance to address these opportunities through IDEO's human-centered design process. Facilitators will guide groups through a "once-over-lightly" workshop with the aim of designing a sustainable offer in one hour and understanding its brand implications.

 

4:15-5:00

Closing Remarks: Key Sustainable Building Brand Lessons to
Take Home
Pam Van Orden, President, Enlightened Brand

Saturday, September 29th

OPTIONAL POST CONFERENCE NOLA ACTIVITIES