A presentation I gave at the tail end of 2009 at the Centre for Architecture in New York.

2. origins

4. communist pro-feminist vegetarian student

6. vs.

9. ASA top ten in 1997
- Gun Control Network 94 complaints not upheld
- Lee Apparel Ltd 89 complaints not upheld
- Vegetarian Society 65 complaints upheld
- Gun Control Network 56 complaints not upheld
- Stateside Laboratories Inc 47 complaints upheld
- Peugot Motor Company 46 complaints not upheld
- Gossard (Holdings) Ltd 36 complaints not upheld
- French Connection Group 27 complaints upheld
- Morris International Claim Bureau 26 complaints upheld
- QMS (UK) Ltd 24 complaints not upheld

12. mainstreaming sustainability

13. ngland birthplace of the industrial evolution
counting carbon.qxd 04/04/00 15:31 Page 1
counting carbon.qxd 04/04/00 15:31 Page 2
Environmental policy
Carbon Counting
Employees like Imtiaz Bhaiyat have a central part to play in Robert McBride’s mission to
develop a world-class environmental management system. All 2,400 staff, like Imtiaz,
are being trained in environmental issues and contractors will be given environmental
guidelines too.
NORTHWEST ENGLAND ’ S FIRST INVENTORY OF GREENHOUSE GAS EMISSIONS
Robert McBride’s development of a high-quality environmental management
system has progressed at a rapid pace over the last few years. The company’s
policy is rooted firmly in a belief in a sustainable future and in the realisation that
to become more environmentally and socially responsible Robert McBride has to
Ro b e r t M c B r i d e L t d
move beyond compliance, to excellence. In addition to ISO 14001, the company
is also looking at the adoption of the SA 8000 ethical trading standard.
Imtiaz Bhaiyat, The company has a solutions-led approach. As a result of environmentally
a packaging
operative for
Robert
conscious packaging design and development, Robert McBride has developed
new packaging solutions that dramatically reduce the impact upon the
environment. Pallet volume has increased, improving distribution efficiency
The dying embers of the 20th Century will warm our planet
McBride
and reducing the pollution effect of each case shipped.
Improvements have been made in other areas too, from purchasing and supplier
chain issues through to energy efficiency. One site has saved between £20,000 -
£30,000 per year from a single warehouse through the adoption of high efficiency
for many years to come. That century, more than any other,
lighting. The project had a payback time of less than 24 months.
As the UK's leading manufacturer of retailer brand household and toiletry products,
Robert McBride is committed to setting an industry lead, not just in environmental
management, but also forging the strategies and activities which will transform
saw humankind gorging on the fuels trapped beneath the
it into a truly sustainable company.
27
skin of the Earth. Internal combustion became ubiquitous.
4492 SNW Executive Summary 7/1/99 5:03 pm Page 2
Electricity powered our progress. Oil, coal and gas became
Project par tners
The views expressed in this
synonymous with success. Our releases of carbon dioxide
repor t do not necessarily
reflect the policies of the
project par tners.
grew at twice the rate of population.
Now we have woken up to an almighty fossil fuel hangover.
FO R E WO R D
northwest times
unlocking the secrets of long-range thinking
Everybody has an Impact Tremendous challenges lie ahead courtesy of climate change
and recent events give us a glimpse of our climatic future.
june 2000
Cover photos Web links For more information please contact: We have seen floods devastate fragile communities.
Border Biofuels
Gilkes
Action for Sustainability
www.englandsnor thwest.com / sustainability
Sustainability Nor thwest Giants Basin Castlefield Manchester M3 4NB 2 Extreme weather events are affecting our businesses,
tel 0161 834 8834 fax 0161 819 1102 e-mail snw@snw.org.uk
Solar Century AMEC Border Wind www.borderwind.co.uk web www.snw.org.uk / renewables
Climate Change Impacts in the
reducing profitability. Year-after-year new temperature
Sustainability Nor thwest ARBRE www.arbre.co.uk
CPL Energy Management
Wind Prospect
Baywind www.edirectory.co.uk / baywind
Border Biofuels www.borderbiofuels.com
North West of England
An initiative of the
records are set, as the global scientific community becomes
Vestas Wind Systems A / S British Wind Energy Association www.bwea.com
National Wind Power CADDET www.caddet.co.uk Project research: North West Regional Chamber
Countryside Agency www.countryside.gov.uk
CPRE www.cpre.org.uk
DTI www.dti.gov.uk / renewable
Energy from Waste Association www.efw.org.uk
Published March 2001 by Sustainability Nor thwest (SNW) on behalf of the
Nor thwest Climate Group. Research conducted by Environmental Resources
ever more certain that climate change is already with us and
ETSU www.etsu.com / nwre-study Management (ERM) and the Energy Technology Suppor t Unit (ETSU).
Friends of the Ear th www.foe.co.uk / campaigns / waste
Gilkes www.gilkes.com Written and edited by Steve Connor and Chris Shearlock (SNW). Study
that its impacts will worsen as our new century matures.
Greenpeace www.greenpeace.org.uk chaired by Glyn Edwards (Environment Agency) and managed by Chris
Institute of Waste Management www.iwm.co.uk Shearlock (SNW). Technical repor ting and scoping study research managed
PVUK www.pv-uk.org.uk
on 2 taking the long view 3 the timeline project 5 the northwest times interactive browser 6 the timeline survey 7 active themes by Michael Cupit (ERM), Alistair Fulton (ERM) and Ian McCubbin (ETSU).
National Wind Power www.natwindpower.co.uk
g 8 tools and obstacles for long-range thinking 13 the timeline survey participants 17 editorial 2049 18 instructions to cd-rom 19
ScottishPower www.scottishpower.plc.uk Design by Spoken Image Ltd. Printed on 75% post consumer waste
Shell Renewables www.shell.com / rw-br
recycled paper using vegetable-based inks.
Solar Century www.solarcentury.co.uk
Solar Design www.solardesign.co.uk
Sustainability Nor thwest www.snw.org.uk / renewables
The Co-operative Bank Plc www.co-operativebank.co.uk Sustainability Nor thwest is a registered charity and company limited by guarantee.

16. creative concern: theory

17. we don’t sell shit to sleepwalkers

18. we have to fight for headspace

19. we know the zeitgeist

20. we know what people are thinking about

21. we know what people are thinking about

22. we don’t over-estimate understanding
“It isn’t pollution that’s
harming the environment.
It’s the impurities in our air
and water that are doing it.”
Dan Quayle

23. we are not all evil wankers
10% 65% 25%
altruist consensual selfish bastards

24. social proofing
26% 33%
in this hotel in this room

25. we understand our audiences
would love to i will if you will not on your nelly

26. clear call to action
audience identified

27. taking sustainability mainstream

28. places matter

29. creative concern: practice

33. Save your planet. Start with Manchester.
Take the climate change pledge.

34. Arrangement 1

37. Adapting the Landscape
Connectio n Business Lifestyle Play Creativity Food Environment Energy
Waterways Industrial sites to Other open land use – golf Registered and country parks Innovation zone Existing productive Waste management Underutilised and low
be celebrated course, quarry, cemetery etc agricultural land intensity farmed open land
Railways Delamere Forest Landscape icons Urban greening with biomass potential
New employment location Settlements (public art) New forest farms
Motorways National cycleways Mersey tidal power
Post-panamax container Lower Mersey Basin
Innovation cluster
shipping terminal and major urban areas Regional cycleways Wind farm
Manchester Shipping Housing site of more Mersey waterfront University expansion Areas with wind
Canal port investment than 200 dwellings farm potential
New leisure destinations
Mersey Gateway Major mixed-use scheme from industrial sites
suspension bridge
Country houses and estates
Country parks on
former industrial sites
Current and future landscape potential
Newlands Mapping by Urban Practitioners and URS Corporation
Additional design by Creative Concern

38. places, communities, image and identity

39. Old school brand theories
- Products = Emotion
- Organisations = Personality
- Destinations = Experience
-PLACES = all of the above

40. Pre-requisites Presence
Anholt City
People Place
Brands Index
Pulse Potential

41. Tourism campaigns
Acts as a driver for image; share Shared themes, storylines and Gets you on the radar; sets the
campaign tactics and themes campaign tactics context for visits and promotion
Place brand
& image
Supporting an urban Housing market renewal Confidence & community
renaissance cohesion

42. 42

44. 44

45. Simple Waymarker. Gateway Waymarker For use on fingerpost signs Simple Waymarker.
For use along length of path. Continue to For use along length of path.
the left. Continue to the right.
Sefton’s Natural Coast
Brand Guidelines
page 19

47. Place brands and regeneration
- A flag to rally under, to embody belief and ambition
- An attract and dispersal tool for marketeers
- A signifier for civic vision and strategy
- A kite mark or endorsement
- BUT most importantly the place IS the brand.

53. your brand is what you’re known for

56. An emerging !
Greener than
‘image’ map for How do we you think
Every house has
a garden
make it real? !
Wythenshawe ! !
Stock transfer &
! investment
Diversity Eight year waiting lists
!
Community
Space
groups !
Private housing
"
Community Homes !
ASBO’s
Affordable housing
!
! Airport / hospital
W
Every school is a
new school Jobs and
Education Economy "
Attainment improving Worklessness
significantly
!
Unemployment
improving
!
Possible major change
" Connections Health
!
Must do better Role of the hospital
! "
Major brand issue Shopping and Physical and mental
Leisure health
!
Where we are or where we’re going ! " Services improved
Farmers market Retail offer Action point !
Where people think we are Forum Good story "
! Action needed !
Where we were