Brands and the

AMERICAN DREAM
Speaker Marc Mathieu

The Power of Brands.

Create market forces that shape marketplaces

Build behavior and identity

Create culture

Help us deal with our fears, build our hopes«

The American Dream

The Power of an Idea
CHAPTER ONE

Liberty Enlightening the World.

The Dream of the Self-Made Man

Thomas Edison Progress

John Pemberton Happiness

Henry Ford Liberty

Brands embodied the dream.

Henry Ford Liberty

Materializing the Dream

Products over Ideas
CHAPTER TWO

The Pursuit of Capitalism

The Dream of the White Picket Fence

General Electric Possibility« in a Bulb

Coca-Cola Happiness« in a Bottle

Ford Motor Company Freedom« on Four Wheels

Brands became the dream.

Revival of the Dream

Return of the Idea
CHAPTER THREE

Profit as if the people and the planet mattered

A Sustainable Dream

New Enlightened Brands Honest Tea

New Enlightened Brands Method Cleaning Products

Established Brands IBM Smarter Planet

Established Brands GE Ecomagination

Established Brands Pepsi Refresh

Established Brands Coca-Cola Live Positively

Brands in service of the dream.

Beyond Sustainability, in pursuit of

happiness

For today and for

generations.

How can brands recapture The American Dream?