[Video Link for Email/Other Subscribers - 28min]
Owen Rogers is one of the senior executives at IDEO, a leading international design firm where he is the partner in charge of the consumer experience design. Owen spends much of his time designing sustainability into his client work. In his Sustainable Brands ‘09 opening remarks, Owen talks about how the sustainable design evolution is happening all over the globe, and poses and interesting question — one that stirred debate throughout the conference and beyond. What if sustainability were considered, and treated as a brand in and of itself? The premise for this correlation is that passion is a driving element of both brands, and the sustainability movement. He also gives examples of companies humanizing their brand and stirring up emotion, like Comcast and Honda as shown in a few television advertisements.
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