branding- value for people? chris macrae, kiev, 16 nov 2003 email [email protected] after 28...
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BRANDING- Value for People?
Chris Macrae, Kiev, 16 Nov 2003 email [email protected]
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…
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!)
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…
Let’s look at some brands that helped to build nations before short-term spreadsheeting consultants took over
Let’s look at some brands thathelp to build nations before short-term spreadsheeting took over
Charter Brands so that brands don’t just make promises, let’s openly involve all employees in living scripts and in earning Brand Trust
OPEN METHODOLOGY:9 connecting multipliers of value
1910-1960Brand Leader’s Essential Idea
Let’s Refresh/Nourish/Uplift a Nation and all its workers
Essence ID SystemMarket’sFuture & History
MasterBrief Quality&Value Extends
BrandArchitecture
Brand FlowsKnowledge
Drama ofLeadership
Charter living script
Refresh a nation1910-1960
1910-1960Brand Leader’s Essential Idea
Let’s Refresh/Nourish/Uplift a Nation and all its workers
Cheer-leadered the nation through:•Prohibition – world’s most fashionable bottle•Great Depression: Factory worker’s pause to refresh- vending machines•World War 2- GI’s Mascot cure extreme fatigueExiting Vietnam- I’d like to teach te world to sing
Essence ID SystemMarket’sFuture & History
MasterBrief Quality&Value Extends
BrandArchitecture
Brand FlowsKnowledge
Drama ofLeadership
Charter living script
Refresh a nation
Cheerleader fromprohibition tovietnam
Essence ID SystemMarket’sFuture & History
MasterBrief Quality&Value Extends
BrandArchitecture
Brand FlowsKnowledge
Drama ofLeadership
Charter living script; Coca-Cola &USA
Refresh a nation
Cheerleader fromprohibition tovietnam
•Designer Bottle•Red•Dressed Santa Claus•Pop song: like to buy theworld a coke•Worker’s right to break
DesignPeople PlaysNewsmakingAds
Cheers at so manyNation-building highs& lows
COKE & USA
Much more briefly two more examples of brandswhose essence developed societies
1 SONY 1945-1975Founder’s vision:
IFPeople could come with a firm sense of teamwork,& exercise to their heart’s desire their tech. capability
THEN such an organisation would bringuntold pleasure & untold benefits
Essence ID SystemMarket’sFuture & History
MasterBrief Quality&Value Extends
BrandArchitecture
Brand FlowsKnowledge
Drama ofLeadership
Charter living script: SONY
Technologicalpassion
•Japan wins at micro-electronics•Morita ambassador
Japan IncCollaborates tobe world class
Takes quality lead
Many of market’sInnovation firsts
•Show Offices•Street theatre of firstWalkman couples
First Japanese companyTo transfer to ‘English’ name : SONY
Essence ID SystemMarket’sFuture & History
MasterBrief Quality&Value Extends
BrandArchitecture
Brand FlowsKnowledge
Drama ofLeadership
Charter living script: Lux see book
Cheerleader fromlocal inequality toself-belief
Bring joy and self-confidenceto women in developingcountries
Trade and countrieswelcomed all offmcg company becauseof Lux
Everyday affordable category
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
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 region’s greatest value for the people brands-I’ll 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 world’s biggestever brand to be open, humanitarian for every race
MY PROBONO networking PROJECT For next 5 yearsAn unusual case study –peacemaking brand architecture
Collapsingworld.orgNobel Laureates & Networks of Charities
Big People NetworksYouth WomenHIV…
University of the Stars
Responsible Heroes
practiceofpeace.com:
Alumni from 30000 open spaces
Big 50HumanIssues
YHOPE
Your ideas!