Green by Design

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How are sustainable behaviors designed into a brand? What does it mean to have a sustainable integrated marketing plan? How does "being green" impact a brand and the consumer behaviors surrounding it.

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Green by Design

  1. 1. Green By Design : Sustainable Integrated MarketingWednesday, January 2, 2013
  2. 2. Wednesday, January 2, 2013
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  12. 12. Sustainable integrated marketing? Integrated marketing is successful if we consume more.Wednesday, January 2, 2013
  13. 13. Sustainable integrated marketing? Sustainable integrated marketing? Integrated marketing is successful if we consume more. Integrated marketing is successful if we consume more.Wednesday, January 2, 2013
  14. 14. Sustainable integrated marketing? Integrated marketing is successful if we consume more.Wednesday, January 2, 2013
  15. 15. We consume, therefore we are E N V I R O N M E N T/ W E B S I T E FA C I L I T I E S RADIO ADS TRADE S H OWS PA C K A G I N G P U B L I C I T Y/ ARTICLES P O D CASTS P RODUCTS / S ERVICES MAGA Z I N E VE H ICLES BRAND ADS NAMES WR ITTE N ORDER LANG UAG E E-MAI L FORMS VI S UAL LANG UAG E VIDEO N E W S PA P E R P O D CASTS ADS SPOKEN SALE S LANG UAG E C ATA LO G SALES REPS C U S TO M E R SEARCH L I T E R AT U R E S UPPORT ENGINES S TAT I O N E RY C O NTRACTS B LO G S TV ADS D I R E CT N EWS LETTE R B O O KS MAI L MAGA Z I N E OUTDOOR ADSWednesday, January 2, 2013
  16. 16. From rewarding production to consumption The US economy transitioned right after world war twoWednesday, January 2, 2013
  17. 17. When will China?Wednesday, January 2, 2013
  18. 18. My nuclear childhood My earliest memories of nuclear are very bad, how about you?Wednesday, January 2, 2013
  19. 19. My family treeWednesday, January 2, 2013
  20. 20. 1 DO NOTHINGWednesday, January 2, 2013
  21. 21. 2 CHANGE HOW WE CONSUMEWednesday, January 2, 2013
  22. 22. 3 CHANGE WHAT WE CONSUMEWednesday, January 2, 2013
  23. 23. Thoughtfully Design an Experience Designed to engage, entertain, educate, inspire or any other worthy effort.Wednesday, January 2, 2013
  24. 24. Thoughtfully Design an Experience Designed to engage, entertain, educate, inspire or any other worthy effort. WHAT DOES THIS COLOR MEAN TO YOU?Wednesday, January 2, 2013
  25. 25. Thoughtfully Design an Experience Designed to engage, entertain, educate, inspire or any other worthy effort. WHAT DOES THIS COLOR HOW MANY MEAN TO YOU? WOULD USE IT IN THE BEAUTY BUSINESS?Wednesday, January 2, 2013
  26. 26. Thoughtfully Design an Experience Designed to engage, entertain, educate, inspire or any other worthy effort. WHAT DOES THIS COLOR HOW MANY MEAN TO YOU? WOULD USE IT IN THE BEAUTY BUSINESS? HOW ABOUT THE JEWELRY BUSINESS?Wednesday, January 2, 2013
  27. 27. Thoughtfully Design an Experience Designed to engage, entertain, educate, inspire or any other worthy effort. WHAT DOES THIS COLOR HOW MANY MEAN TO YOU? WOULD USE IT IN THE BEAUTY BUSINESS? AND HOW ABOUT CONSTRUCTION? HOW ABOUT THE JEWELRY BUSINESS?Wednesday, January 2, 2013
  28. 28. Thoughtfully Design an Experience Designed to engage, entertain, educate, inspire or any other worthy effort. WHAT DOES THIS COLOR HOW MANY MEAN TO YOU? WOULD USE IT IN THE BEAUTY BUSINESS? AND HOW ABOUT CONSTRUCTION? HOW ABOUT THE JEWELRY BUSINESS?Wednesday, January 2, 2013
  29. 29. Thoughtfully Design an Experience Designed to engage, entertain, educate, inspire or any other worthy effort. WHAT DOES THIS COLOR HOW MANY MEAN TO YOU? WOULD USE IT IN THE BEAUTY BUSINESS? AND HOW ABOUT CONSTRUCTION? HOW ABOUT THE JEWELRY BUSINESS?Wednesday, January 2, 2013
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  31. 31. What’s happening? The information in a daily NY Times newspaper is equal to what one 17th century person was exposed to in a lifetime. Media consumption study by Ipsos shows us we are creating more time in our day, 43 hours in a 24 hour day. Do you text when you drive? Do you have your television on while you’re on your computer?Wednesday, January 2, 2013
  32. 32. What’s happening? We are bombarded with over 5,000 messages a day and only ONE percent get through. (One political ad this election) A study by Yankelovich estimated we (as consumers) believe only 4 percent of commercial messages. that’s 96 percent distrust. We (as consumers) are more sophisticated marketers, we’re advancing nearly as fast as the marketing people who try to reach us. We know what you’re trying to do.Wednesday, January 2, 2013
  33. 33. Let’s do the math, and carry the one. This means in an average month we’re confronted with 150,000 brand messages. 1,500 hundred actually get through to us, we hear them. And, if I do some simple math, if we only trust four percent of those, that’s 60 messages per month. We don’t trust the message your sending.Wednesday, January 2, 2013
  34. 34. RE DUCEWednesday, January 2, 2013
  35. 35. RE CYCLEWednesday, January 2, 2013
  36. 36. RE USEWednesday, January 2, 2013
  37. 37. RE GIFTWednesday, January 2, 2013
  38. 38. RE APPLYWednesday, January 2, 2013
  39. 39. RE THINKWednesday, January 2, 2013
  40. 40. Be uncomfortable, discard the security blanket.Wednesday, January 2, 2013
  41. 41. Upcycle brands and products you will find new perspectives on old thingsWednesday, January 2, 2013
  42. 42. Brands with heritage tend to think about sustainability because they need toWednesday, January 2, 2013
  43. 43. PURPOSEFUL DESIGN designed to last, designed with purpose, designed to be consumed.Wednesday, January 2, 2013
  44. 44. Design is everywhere, if we spend the time to think about it, we can improve it.Wednesday, January 2, 2013
  45. 45. Wednesday, January 2, 2013
  46. 46. Do you just believe, or is it something else?Wednesday, January 2, 2013
  47. 47. It means something, as there are opportunities to design in meaning.Wednesday, January 2, 2013
  48. 48. Oil prices and consumption the correlation is there, here some interesting aspects.Wednesday, January 2, 2013
  49. 49. Thoughts on designing an experience Physical things, make the intangible, tangible Generalists, not specialists Bending the rules, like criminals with a “get out of jail free” card. Do you just believe, or is there something else?Wednesday, January 2, 2013
  50. 50. Thoughts on designing an experience Be uncomfortable, discard the security blanket. Clarity in time, doesn’t mean clarity now but certainly soon. It means something, as there are opportunities to create clarity. Intuition intelligence High IQs may not always apply.Wednesday, January 2, 2013
  51. 51. Thoughts on designing an experience Out of context, and you are out of oxygen. Be a champion, for something worth championing. Caring for your words, support them visually and use them deliberately Consider all senses, they exist for a reasonWednesday, January 2, 2013
  52. 52. Physical things, make the intangible, tangibleWednesday, January 2, 2013
  53. 53. Generalists; not specialists. IBM GOOGLE BUCKLE SATURN ORANGE TARGET FOX RIVER DIGITAL VIRGIN APPLE OXO LAUNDROMAT MONSTER ZENITH GREYHOUND BEST BUY KLEENEX Are writers good namers?Wednesday, January 2, 2013
  54. 54. Bending the rules, like criminals with a “get out of jail free” card.Wednesday, January 2, 2013
  55. 55. Bending the rules, like criminals with a “get out of jail free” card.Wednesday, January 2, 2013
  56. 56. Bending the rules, like criminals with a “get out of jail free” card.Wednesday, January 2, 2013
  57. 57. Clarity in time, doesn’t mean clarity now, but certainly soon.Wednesday, January 2, 2013
  58. 58. Clarity in time, doesn’t mean clarity now, but certainly soon.Wednesday, January 2, 2013
  59. 59. Clarity in time, doesn’t mean clarity now, but certainly soon.Wednesday, January 2, 2013
  60. 60. Clarity in time, doesn’t mean clarity now, but certainly soon.Wednesday, January 2, 2013
  61. 61. It means something, as there are opportunities to design in meaning.Wednesday, January 2, 2013
  62. 62. It means something, as there are opportunities to design in meaning.Wednesday, January 2, 2013
  63. 63. Intuition intelligence, high IQs may not always apply. Credit: Capsule, 2007Wednesday, January 2, 2013
  64. 64. Credit: Capsule, 2007Wednesday, January 2, 2013
  65. 65. Intuition intelligence, high IQs may not always applyWednesday, January 2, 2013
  66. 66. Intuition intelligence, high IQs may not always applyWednesday, January 2, 2013
  67. 67. Out of context, and you are out of oxygen.Wednesday, January 2, 2013
  68. 68. HOW DO WE DO IT RIGHT?Wednesday, January 2, 2013
  69. 69. Out of context, and you are out of oxygen.Wednesday, January 2, 2013
  70. 70. Be a champion, for something worth championing.Wednesday, January 2, 2013
  71. 71. Caring for your words, 171,476 words in current use, how many new brands, businesses, products are launched each year? SETU: Hindi for bridge, connection. The chair for the places in between work and home.Wednesday, January 2, 2013
  72. 72. Consider all senses, they exist for a reasonWednesday, January 2, 2013
  73. 73. Consider all senses, they exist for a reasonWednesday, January 2, 2013
  74. 74. Sense of Smell On average we breathe in 20,000 times per day.Wednesday, January 2, 2013
  75. 75. What does beautiful smell like?Wednesday, January 2, 2013
  76. 76. Sense of Sight Sight is a supporting sense and not as trusted as the other senses.Wednesday, January 2, 2013
  77. 77. When will Apple launch the iContact? PHOTOS: University of Washington | Courtesy of Babak A. ParvizWednesday, January 2, 2013
  78. 78. Sense of Sound Selective hearing, “the cocktail party” effect is a learned behavior.Wednesday, January 2, 2013
  79. 79. What will you hear from this guy? http://www.woodynorris.comWednesday, January 2, 2013
  80. 80. Hearing aid or auditory advantage? ‘corona’ by tangerineWednesday, January 2, 2013
  81. 81. Sense of Taste What does it say that we serve our food at the temp of a freshly killed warthog?Wednesday, January 2, 2013
  82. 82. How long has it been since you’ve acquired a taste?Wednesday, January 2, 2013
  83. 83. How long has it been since you’ve acquired a taste?Wednesday, January 2, 2013
  84. 84. Sense of Touch Largest sense organ and includes pain, temperature and pressure.Wednesday, January 2, 2013
  85. 85. Wednesday, January 2, 2013
  86. 86. Wednesday, January 2, 2013
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  88. 88. Wednesday, January 2, 2013
  89. 89. Wednesday, January 2, 2013
  90. 90. When does design go wrong? when this is the experience designed.Wednesday, January 2, 2013
  91. 91. Wednesday, January 2, 2013
  92. 92. Clients Capital One JC Penny Cargill Nestea Cody / NYC / Sally Hansen Netgear Fisher-Price Panda Express Fox River Socks Schwinn / Mongoose Herman Miller Target HoMedics Victory Motorcylces Jack Daniel’s Wells FargoWednesday, January 2, 2013

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