What does the American Dream entail? If it's still here, how do people envision it? Has it changed over the years? Brands are a means to help people realize the American Dream and what it stands for. In this presentation with Eric Park of Ziba Design and Marc Mathieu of BeDo, they look at how sustainability can be rightfully married with the ideals of opportunity and freedom, IF we choose to frame the discussion as such. Beyond the age of material wealth and abundance. In order to design and market more sustainable lifestyles, values, ideals, Eric and Marc point out how American culture should be the beginning and end points.

1. How can brands recapture
The American Dream?
Eric Park,
Creative Director, Ziba Design
Marc Mathieu,
Founder, BeDo

22. How can brands recapture
The American Dream?

23. Brands and the
AMERICAN DREAM
Speaker Marc Mathieu

24. The Power of Brands.

25. Create market forces that shape marketplaces

26. Build behavior and identity

27. Create culture

28. Help us deal with our fears, build our hopes…

29. The American Dream
The Power of an Idea
CHAPTER ONE

32. Liberty
Enlightening
the World.

33. The Dream of the
Self-Made Man

35. Thomas Edison
Progress

36. John Pemberton
Happiness

37. Henry Ford
Liberty

38. Brands embodied the dream.

39. Henry Ford
Liberty

40. Materializing the Dream
Products over Ideas
CHAPTER TWO

41. The Pursuit
of Capitalism

43. The Dream of the
White Picket Fence

45. General Electric
Possibility… in a Bulb

47. Coca-Cola
Happiness… in a Bottle

49. Ford Motor Company
Freedom… on Four Wheels

51. Brands became the dream.

53. Revival of the Dream
Return of the Idea
CHAPTER THREE

54. Profit
as if
the
people
and
the
planet
mattered

55. A Sustainable Dream

57. New Enlightened Brands
Honest Tea

58. New Enlightened Brands
Method Cleaning Products

59. Established Brands
IBM Smarter Planet

60. Established Brands
GE Ecomagination

61. Established Brands
Pepsi Refresh

62. Established Brands
Coca-Cola Live Positively

63. Brands in service of
the dream.

64. Beyond Sustainability,
in pursuit of
happiness

65. For today
and for
generations.

66. How can brands recapture
The American Dream?