BRANDING- Value for People?

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BRANDING- Value for People?

• After 28 years working with brands, why branding
  matters to me
• Brand Leadership is hugely powerful force
• most expensive communications exercise,
• largest connector of intangibles- majority of
  networked or knowledge economies
• BUT

Chris Macrae, Kiev, 16 Nov 2003 email
wcbn007_at_easynet.co.uk
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BRANDING- Value for People?

• After 28 years working with brands, why branding
  matters to me
• Hugely powerful force
• most expensive communications exercise,
• largest connector of intangibles- majority of
  networked or knowledge economies
• but most global ones are governed by boardrooms
  as NoLOGOS! through false brand valuation maths
  (witness Andersen!)

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BRANDING- Value for People?

• After 28 years working with brands, why branding
  matters to me
• Hugely powerful force
• most expensive communications exercise,
• largest connector of intangibles- majority of
  networked or knowledge economies
• but most global ones are governed by boardrooms
  as NoLOGOS! through false brand valuation maths
  (witness Andersen!)
• Nologos are extracting money for few not
  multiplying it for all as systems they are
  compounding conflicts and ruining networked age
  of globalisation

Lets look at some brands that helped to build
nations before short-term spreadsheeting
consultants took over
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Lets look at some brands that help to build
nations before short-term spreadsheeting took
over
OPEN METHODOLOGY 9 connecting multipliers of
value
Charter Brands so that brands dont just make
promises, lets openly involve all employees in
living scripts and in earning Brand Trust
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1910-1960 Brand Leaders Essential Idea Lets
Refresh/Nourish/Uplift a Nation and all its
workers
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Charter living script
Markets Future History
Essence
ID System
Refresh a nation 1910-1960
MasterBrief
QualityValue
Extends
Drama of Leadership
Brand Architecture
Brand Flows Knowledge
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• 1910-1960
• Brand Leaders Essential Idea
• Lets Refresh/Nourish/Uplift a Nation and all its
  workers
• Cheer-leadered the nation through
• Prohibition worlds most fashionable bottle
• Great Depression Factory workers pause to
  refresh- vending machines
• World War 2- GIs Mascot cure extreme fatigue
• Exiting Vietnam- Id like to teach te world to
  sing

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Charter living script
Markets Future History
Essence
ID System
Refresh a nation
MasterBrief
QualityValue
Extends
Drama of Leadership
Brand Architecture
Brand Flows Knowledge
Cheerleader from prohibition to vietnam
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Charter living script Coca-Cola USA
Markets Future History
Essence
ID System

• Designer Bottle
• Red
• Dressed Santa Claus
• Pop song like to buy the
• world a coke
• Workers right to break

Refresh a nation
Cheers at so many Nation-building highs lows
MasterBrief
QualityValue
Extends
Design People Plays Newsmaking Ads
Drama of Leadership
Brand Architecture
Brand Flows Knowledge
Cheerleader from prohibition to vietnam
COKE USA
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Much more briefly two more examples of
brands whose essence developed societies 1 SONY
1945-1975 Founders vision IF People could come
with a firm sense of teamwork, exercise to
their hearts desire their tech. capability THEN
such an organisation would bring untold pleasure
untold benefits
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Charter living script SONY
Essence
Markets Future History
ID System
Technological passion
Many of markets Innovation firsts
First Japanese company To transfer to English
name SONY
MasterBrief
QualityValue
Extends

• Show Offices
• Street theatre of first
• Walkman couples

Takes quality lead
Drama of Leadership
Brand Architecture
Brand Flows Knowledge

• Japan wins at
• micro-electronics
• Morita ambassador

Japan Inc Collaborates to be world class
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Charter living script Lux see book
Markets Future History
Essence
ID System
Bring joy and self-confidence to women in
developing countries
MasterBrief
QualityValue
Extends
Everyday affordable category
Drama of Leadership
Brand Architecture
Brand Flows Knowledge
Trade and countries welcomed all of fmcg company
because of Lux
Cheerleader from local inequality to self-belief
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So what can all of us do with branding? 5 Very
rough ideas want to listen to your better
ones!! 1 Translate brand chartering book
locally 2 Educate 12 year olds as next
generation consumers to choose organisations
which have brand leaders who value people
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So what can all of us do with branding? 5 Very
rough ideas want to listen to your better
ones Translate brand chartering book
locally Educate 12 year olds as next generation
consumers to choose organisations which have
brand leaders who value people 3 Start
nominating some of the regions greatest value
for the people brands- Ill nominate Ukraine
Youth folk group! Parallel contest at
medinge.org 4 Help with University of Stars 5
my last slide before ask for your ideas Its 5
years work on architecture of the worlds
biggest ever brand to be open, humanitarian for
every race
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MY PROBONO networking PROJECT For next 5 years An
unusual case study peacemaking brand architecture
Collapsingworld.org Nobel Laureates Networks of
Charities
University of the Stars Responsible Heroes
Big 50 Human Issues
Big People Networks Youth Women HIV
practiceofpeace.com Alumni from 30000 open
spaces
Your ideas!