|
|||||||||||
Join executives from the Gap Inc., Center for Responsible Business at UC Berkeley, strategy consultancy SustainAbility, branding agency BBMG and Ode Magazine for a workshop series on sustainability and brand value. Designed for CEOs, CMOs, brand managers, communications directors and CSR/sustainability officers, the informative panel and interactive work session will explore how the latest trends in branding and marketing are advancing corporate sustainability programs, creating new opportunities for business innovation and offering new possibilities for triple bottom line value creation.
Pioneering Sustainable Brands Which sustainability practices drive brand equity? Do certification labels clarify or confuse? How can brands build trust, avoid consumer backlash and break through the clutter? Informed by a proprietary ethnographic study and national poll on the attitudes, experiences and priorities of conscious consumers, BBMG will share new trends, principles and practices for building sustainable brands and engaging increasingly savvy, values-driven consumers. Leveraging Sustainability to Create Value What market trends will determine success for sustainable businesses? Which stakeholders are shaping perceptions and driving innovation? How can businesses measure and communicate sustainability performance for increased brand value and bottom line impact? From stakeholder engagement to performance measurement to supply chain solutions and innovation, SustainAbility will reveal how businesses can understand and address the environmental and social impacts of their products and services, how corporate sustainability activities affect society’s perceptions and trust and how to integrate these considerations into core strategies and operations. Learning from Business Best Practice Is sustainability compatible with scale? Is there a connection between sustainability and financial performance? What are the challenges and opportunities for sustainable business success? Executives from Gap Inc. (San Francisco Workshop), Whole Foods (Austin Workshop) and EILEEN FISHER (New York Workshop) will share practical case studies and takeaways for building socially responsible brands in the mainstream marketplace. Through the lens of their real-world experience, gain insight into the challenges, solutions and success factors for taking sustainable brands to scale.
Kindley Walsh Lawlor, Senior Director, Strategic Planning and Environmental Affairs, Gap Inc.
Kellie McElhaney, Ph.D., Executive Director & Adjunct Assistant Professor, Center for Responsible Business, UC Berkeley Haas School of Business
Chris Guenther, SustainAbility
Raphael Bemporad, Principal and Co-Founder, BBMG
An expert in brand strategy, cause marketing and public affairs, Raphael has launched national media campaigns, drafted public policy, created consumer and nonprofit brands on aggressive timelines and budgets and managed communications for local, state and federal elected officials. Fluent in Italian and conversant in Spanish, his experience is international in scope and diverse in terms of issues and industries. He has directed recent initiatives for clients such as Luna Bar, ShoreBank, UNICEF, Ocean Conservancy, Social Venture Network, Robert Wood Johnson Foundation and the Center for a New American Dream. Raphael also oversees the firm’s unique pro bono initiative – the BBMG It’s How We Live Grant – which recently launched the Pure Prevention campaign to raise awareness of the environmental causes of breast cancer. Prior to co-founding BBMG, Raphael served as communications director at Do Something, where he oversaw marketing, media relations and cause-related partnerships with Levi Strauss & Co., SEARS, Kenneth Cole and Rolling Stone magazine. Raphael also has an extensive background in political communications, getting his start as a press aide to Texas Governor Ann W. Richards. He also served as communications director for the Texas Democratic Party, as communications director for Texas State Senator Rodney Ellis (D-Houston) and as press secretary for U.S. Congressman Lloyd Doggett (D-Texas). He received his BA in Philosophy with honors from the University of Texas at Austin.
Mitch Baranowski, Principal and Co-Founder, BBMG
Mitch has helped dozens of start-ups develop brands, spearheaded multinational consumer campaigns, directed viral marketing programs and advised numerous Fortune 500 companies on how best to package their values-driven initiatives. His experience spans many industries including aerospace, arts/entertainment, engineering, environmental, financial services, healthcare and technology. “In today’s increasingly cluttered and hyper-connected marketplace, it’s important to recognize that companies no longer own their brands. They are co-owned by the consumer,” he says. “The best brands will stay true to their values but invite consumers to participate in new and unprecedented ways.” Recently Mitch has led branding strategies for ABN AMRO, Appalachian Trail Conservancy, Brooklyn Public Library, Ceres, National Academy of Engineering, Plenty Magazine and Harvard’s John F. Kennedy School of Government. Prior to launching BBMG, Mitch served as managing director of public affairs for Burson-Marsteller, where his clients included Orbitz and American Airlines. He also served as vice president of corporate affairs in the New York office of Edelman Public Relations Worldwide, where his clients included Bombardier Aerospace, Johnson & Johnson Vision Care and Juno Online Services. Earlier in his career, Mitch was a director of corporate communications for AMR Corp./American Airlines, where he managed a broad range of strategic activities, including internal communications, marketing public relations and crisis communications. Fluent in French, Mitch has worked on assignments in more than a dozen countries. He got his start in communications working as a stringer for Texas State Radio Network and as a reporter for KUT-FM, Austin’s National Public Radio affiliate. He received his MA in Radio-TV-Film and Bachelor of Journalism with honors from the University of Texas at Austin.
Jurriaan Kamp, Founder and Editor-in-Chief of Ode Magazine
Ode’s mission is to publish stories about the people and ideas that are making a difference. The magazine for “intelligent optimists,” Ode reports on positive news in the areas of health, science, spirit, life, energy and business. Odemagazine.com is a vibrant community that connects readers from around the globe. Before founding Ode, Kamp was an editor, correspondent in South Asia and Chief Economics Editor at the Dutch daily newspaper NRC Handelsblad. He is the author of Small Change: How Fifty Dollars Changes the World and Because People Matter. Ode Magazine in the Netherlands recently published its 100th issue. He lives in Mill Valley, California with his partner and spouse Helene de Puy and their four children.
BBMG is a leading branding and marketing agency dedicated to helping socially responsible organizations harness the power of branding to improve society and grow the bottom line. bbmg.com
SustainAbility advises clients on the risks and opportunities associated with corporate responsibility and sustainable development. Working at the intersection of market forces and societal expectations, SustainAbility seeks solutions to social and environmental challenges that deliver long-term value. SustainAbility.com
Ode Magazine is a print and online publication about positive news, about the people and ideas that are changing our world for the better. OdeMagazine.com
|
Dannae Enright |
||||||||||
Kindley Walsh Lawlor is senior director of Strategic Planning and Environmental Affairs at Gap Inc. In this role, Kindley is responsible for developing strategies to further integrate social responsibility and environmental objectives into the company's Gap, Banana Republic and Old Navy brands, as well as leading efforts to strengthen the company's environmental programs. She recently led the branding of Gap Inc.'s environmental strategy to focus the company's efforts. Summarized by the acronym ECO, Gap Incs strategy focuses on the three key areas where the company has the greatest opportunity to impact positive, lasting change: (e)nergy conservation, (c)otton/sustainable design, and (o)utput/waste reduction. Kindley has been with Gap Inc. for 10 years. Prior to joining the Social Responsibility group, Kindley served as senior director of Gap Adult Production where she focused on ethical sourcing, product quality and fit as well as long term placement strategies. In her tenure with Gap Inc. Kindley also led Banana Republic Mens Production team and Quality and Technical Design teams. Kindley graduated with a degree in Apparel Design from the Fashion Institute of Technology in New York, NY. 
Kellie McElhaney is the Executive Director of the Center for Responsible Business at the Haas School of Business at the University of California, Berkeley. Dr. McElhaney also teaches in the school’s MBA and executive-education programs. Fast Company Magazine has named her among its “Fast 50.” She received her Ph.D. at the University of Michigan, where she taught for nine years before joining Haas.
Chris Guenther is a Manager of Client Services at SustainAbility. He specializes in translating societal trends, stakeholder expectations and business challenges into strategies that drive business value while addressing major global challenges like energy security, climate change and poverty. Chris is a member of SustainAbility’s energy sector and beacon consulting teams, and contributes to SustainAbility’s thinking and research on topics such as branding, accountability and the role of innovation and entrepreneurship in sustainable development. He has conducted research and strategy consulting projects for companies in the energy, transportation, ICT, healthcare and financial services sectors. Companies he has recently worked with include Ford Motor Company, MasterCard, AEP, Microsoft and Chevron. Chris holds MBA and MS degrees from the University of Michigan and a BA in English from Vassar College.
As co-founder and principal at BBMG, Raphael Bemporad is a passionate champion for a new approach to branding that puts values behind every marketing initiative and image campaign. “Our philosophy is simple: who you are is what you do,” he says. “And our process is designed to align our clients’ values with their actions to create deep, meaningful communications programs. When you do that, you get great results and move people to do great things.”
A seasoned writer, producer and strategic communications consultant, Mitch Baranowski co-founded BBMG with longtime friend Raphael Bemporad in January 2003 to help clients reach and inspire the conscious consumer. He has overall responsibility for the branding firm’s creative direction and its New York and San Francisco operations.
Jurriaan Kamp founded Ode Magazine in The Netherlands in 1995 with his wife, Helene de Puy. The magazine continues to thrive there and in 2007, Ode Magazine’s U.S. offices opened in the Bay Area.
