Sea Change Moments - Sustainable Brand Awakening and Authentic Identity

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The document discusses the concept of "sea change" moments that profoundly shift brands from a state of prosperity to deeper meaning. It profiles two brands, New Leaf Paper and KIND snacks, that experienced sea changes through prioritizing sustainability, transparency and creating positive impact. The document suggests that with reflection, any moment can be a sea change opportunity for brands to connect more authentically with customers by addressing human needs on deeper cognitive, emotional and spiritual levels.

Business Technology

Lauralee Alben
Alben Design LLC
Sea Change Design
Consortium

seachangedesign.com

Sea Change Brands
From Prosperity to the Profound

©2009 Alben Design LLC. All rights reserved. Sustainable Brands ‘09 May 31.2009 Monterey CA

Sea Change Brands

What is a sea change moment?

©2009 Alben Design LLC. All rights reserved. Sustainable Brands ‘09 May 31.2009 Monterey CA

Tell us your story…

What is a sea change moment
in your life?

©2009 Alben Design LLC. All rights reserved. Sustainable Brands ‘09 May 31.2009 Monterey CA

Jeff Mendelsohn
New Leaf Paper

New Leaf Paper

©2009 Alben Design LLC. All rights reserved. Sustainable Brands ‘09 May 31.2009 Monterey CA

Jeff Mendelsohn
New Leaf Paper

©2009 Alben Design LLC. All rights reserved. Sustainable Brands ‘09 May 31.2009 Monterey CA

SM
Sea Change Design Process

Physical

Cognitive

Emotional

Spiritual

©2009 Alben Design LLC. All rights reserved. Sustainable Brands ‘09 May 31.2009 Monterey CA

Jeff Mendelsohn
New Leaf Paper

economical
aesthetic
quality

©2009 Alben Design LLC. All rights reserved. Sustainable Brands ‘09 May 31.2009 Monterey CA

Jeff Mendelsohn
New Leaf Paper

responsible
authentic
transparent

©2009 Alben Design LLC. All rights reserved. Sustainable Brands ‘09 May 31.2009 Monterey CA

Jeff Mendelsohn
New Leaf Paper

passionate
joyful
trustworthy

©2009 Alben Design LLC. All rights reserved. Sustainable Brands ‘09 May 31.2009 Monterey CA

Jeff Mendelsohn
New Leaf Paper

innovative
connective
meaningful
©2009 Alben Design LLC. All rights reserved. Sustainable Brands ‘09 May 31.2009 Monterey CA

Jeff Mendelsohn
New Leaf Paper

Sea change
moments

©2009 Alben Design LLC. All rights reserved. Sustainable Brands ‘09 May 31.2009 Monterey CA

Daniel Lubetsky
KIND Snacks
PeaceWorks
OneVoice Movement

KIND Snacks

©2009 Alben Design LLC. All rights reserved. Sustainable Brands ‘09 May 31.2009 Monterey CA

Daniel Lubetsky
KIND Snacks
PeaceWorks
OneVoice Movement

©2009 Alben Design LLC. All rights reserved. Sustainable Brands ‘09 May 31.2009 Monterey CA

Daniel Lubetsky
KIND Snacks
PeaceWorks
OneVoice Movement

wholesome
profitable
catalytic

©2009 Alben Design LLC. All rights reserved. Sustainable Brands ‘09 May 31.2009 Monterey CA

Daniel Lubetsky
KIND Snacks
PeaceWorks
OneVoice Movement

authentic
adaptable
transparent

©2009 Alben Design LLC. All rights reserved. Sustainable Brands ‘09 May 31.2009 Monterey CA

Daniel Lubetsky
KIND Snacks
PeaceWorks
OneVoice Movement

passionate
empathetic
fun

©2009 Alben Design LLC. All rights reserved. Sustainable Brands ‘09 May 31.2009 Monterey CA

Daniel Lubetsky
KIND Snacks
PeaceWorks
OneVoice Movement

World Economic Forum
Young Global Leader

©2009 Alben Design LLC. All rights reserved. Sustainable Brands ‘09 May 31.2009 Monterey CA

Daniel Lubetsky
KIND Snacks
PeaceWorks
OneVoice Movement

Israel & Palestine to
Co-Host World Cup in 2018?

©2009 Alben Design LLC. All rights reserved. Sustainable Brands ‘09 May 31.2009 Monterey CA

Daniel Lubetsky
KIND Snacks
PeaceWorks
OneVoice Movement

innovative
connective
meaningful
©2009 Alben Design LLC. All rights reserved. Sustainable Brands ‘09 May 31.2009 Monterey CA

Daniel Lubetsky
KIND Snacks
PeaceWorks
OneVoice Movement

Sea change
moments

©2009 Alben Design LLC. All rights reserved. Sustainable Brands ‘09 May 31.2009 Monterey CA

Inside every moment is a
sea change waiting to happen.

©2009 Alben Design LLC. All rights reserved. Sustainable Brands ‘09 May 31.2009 Monterey CA

Is this your sea change moment?

©2009 Alben Design LLC. All rights reserved. Sustainable Brands ‘09 May 31.2009 Monterey CA

Dedication
We are grateful to:

Roman Lubetsky
who left us a legacy of
kindness

Last old-growth
Coast Redwoods

©2009 Alben Design LLC. All rights reserved. Sustainable Brands ‘09 May 31.2009 Monterey CA

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