good news researchers of brands for humanity, free markets & entrepreneurial revolution since 1976
Summer 2010
Why the zeroisation of BP may be the best news in
media world
For over 20 years now, terrifying mathematical error built into brand valuation has compounded risks
associated with irresponsible and non-purposeful leadership - whereas if sustainability is our species main value we should
have been compounding the exact reverse metrics as globalisation's connectivity spun. Assuming the 60 minutes story on
BP's blatant avoidance of safety to save few bucks in the current quarter is true, there is no value to such corporate
system, and those whose pensions were dependent on BP should sue those who chose BP as part of their pension. This all seems
true and fair provided the way BP is being treated is precdence for the future. It gives my daughter a chance of living
in a worldwide that becomes sustainable again http://worldcitizen.tv/ . My father Norman Macrae worked all his life arguing that adam smith's free market theory was intended by adam smith and
his entrepreneurial alumni to be integrated up from transparency of community - adam smith assumed media and freedom of speech in
which you might be able to fool some of the people temporarily but serial rogues (and conflict ridden systems) would
fairly quickly be devalued to zero. Let us make the 2010s the decade when we regain sustainability as the core value of all global markets starting with those in which the most money is exchanged or the most life critical
human need is served http://erworld.tv/http://trilliondollaraudit.com/http://globalassembly.tv/
chris macrae convenor world class brands networks est 1989
Dear Sustainability Branding
We congratulate Dr Yunus on launching
Global Grameen with 100 people from 50 companies and 20 countries. This is certainly the best news and action branding
of the century, if not of all time. Please contact chris.macrae@yahoo.co.uk (Washington DC 301 881 1655) if you have any queries on how to connect with sustainability's number
1 worldwide solutions network.
Who are WCBN associates and friends? WCBN established 1989 -as a branch of Norman Macrae's Entrepreneurial Revolution networks started in The Economist 1976. WCBN has written most of the books -and developed
most of the methods - on how media and metrics can be used to sustain humanity. Our teams created the special double
issue of The Journal of Brand Management on Total Corporate Brand Responsibility, and the triple issue of the Journal of Marketing
Management on Brand Reality - employee passion and communal pride in win-win-win branding. We provided main inputs in the
BBC for Business video - branding the marketing advantage. Our library of over 20 books has been at the origin of most of
the methods that make global and corporate branding and partnership structures very different from the days of positioning
separate product brands with ad spots. We are leading authorities in the following measurement crises ; intangibles , transparency
mapping, trust-flow, goodwill, sustainability exponentials -and open source the TrillionDollarAudit which is designed to correct the greatest maths mistakes in the world such as those that compounded Wall Street's loss
of trust worldwide.
0 degrees of separation from life critical challenges: Our friends network around the greatest
social issues of our generation - eg paul rose bbc broadcaster and solar-polar explorer http://news.bbc.co.uk/2/hi/science/nature/8130130.stm ; sofia bustamante, a london leader and facilitator of dr yunus 69th birthday dialogue in Dhaka. Yunus 7th decade wishmaking (2010s the most exciting decade
to be alive) will take pride of place at Glasgow's microeconomics summit 4th July 2010
At last an actionable answer to the special issue of the Journal Of Brand management I edited in 2003 where
I took my profession - media - to task for accelerating the loss of sustainability of future generation - WCB networker may
recall these words p 170-171:If a Martian cam down to earth and
spotted that the world's most powerful organizations communicate their impact through superficial 20 second image soundbites
called television spots -spending up to 1$bn a year on such image narcissm - I believe that Martian would conclude that this
was a diseased planet whose civilizations ere not going to pass what systems engineer Buckminster foresaw 20 years ago as
mankind’s final examination, posed by the new technology's connectivity, which puts all of our relationships and behaviors
in each others laps.
If you care to look back before 1980 you
will find that the great brand models were sustained by organizations that were responsibility led. Then a series of management
accidents overwhelmed our common senses. Intangibles productivity was suddenly recognized to be the key success factor is
smart service markets. But in their own race to a global semi-monopoly, 5 accountants preferred to perpetuate their measurement
monopoly of management in parts (making up algorithms of brand valuation) of the very system dynamics whose maps that needed
to be transparently humanly connected. The personal computer arrived with its killer application the spreadsheet making every
manager a numbers guy. It turned out that most -including Andersen itself - didn’t even question such 5th grader
maths as why the operands of addition separability) and multiplication (connectivity) are very different to rule with. In
serially abusing social trust, Andersen’s management believed that if their business goodwill accelerated up through
the billions even as they reduced social trust to zero - hey billions +0 = billions. The brand reality is that system
value multiplies -abuse society too much and they will zeroise you - billions times 0 =0. (2008 update - I used to call true
intangibles auditing "the billion dollar audit". But after seeing wall street's too big to fail systems I've renamed
true goodwill auditing trillion dollar audit)
yes leaders (royals, nobel,..) and citizens (eg LABerlinLondonGlasgow) across hemispheres can make global grameen number 1 brand partnering architecture with social business system designs freeing global markets critical to developing societies to
wholly value sustainability
Breaking News Aug09 congratulations to the 2 greatest yes we can leaders Obama & Yunus
dr yunus wanted ad: 100 global brand leaders to end poverty:
adidas AG BASF SE Danone AG
Deutsche Telekom AG E.ON AG General Electric Corporation (GE) Intel Corporation Otto GmbH & Co. Kg SAP AG Veolia Water
STI Volkswagen AG Bacardi & who?
..
.
chris macrae usa 301 881 1655 host of world class brands networks since 1990
.written 1990 World
Class Brands is second of a series of books my life- and my family tree's which has been around most 20th nation's media- has
involved in questioning whether media and freedom crises will sustain or end our race's unlimited potential and we seek to
integrate the higher order connectivity that networking technology brings making solely place based government systems incapable
of being democratic in any hi-trust sense that westerners are taught to assume that word is about.. if this sort of crisis
is one that concerns you, why not email me and I will try and link you into a group exploring whatever crisis issue of media
matters most to you and yours
*still today it is possible to call a meeting of 4 journalistic macraes who have
lived in or surveyed social, community, sustainability and economic needs in more than half of the world's nations;
we dont claim to have that many answers but hope we are unbiassd in framing system crisis questions
chris macrae usa 301 881 1655 originator of genres of living and learning brand architecture systems, 1994.
Resume of World Class Brands - among other curious events, our dialogues began in 1976. My father published Entrepreneurial Revolution in The Economist mapping how mass media was shredding every hi-trust assumption of Adam Smith's free
markets, and coming globalisation would compound risks of being unsustainable if the world's most powerful systems
were image-making dinosaurs. By 1984, dad and I published the system maps of The 2024 Report . We revealed how to debate the future shock of a network generation spinning either 10 times more or
less economic and social pattenrs for the whole world -but nowt in between. The first of my own books in the World Class
Brands genre was wriitten in 1989 after compiling a database of 14 years and 40 countries and 1000s of markets' social needs.
I worked for the next decade at a Big 5 accountant and world's number 1 ad agency only to find that they were paid to
image over ever increasing gaps in human sustainability -thus compounding the worst of Orwellian nightmares. This may
help to explain why I believe I am the luckiest communations professional in the world to have met Muhammad Yunus over the new year of 2008 and to have been asked to facilitate diverse dialogues -eg Yunus 69th birthday, youth ambassador 5000, yunus dvd10000 - on which other 3 global brands will most help put globalisation back on track to ending poverty
and bringing sustainability back to every community. A 7 years search and dialogue - the 6th 7th year microeconomics collaboration plan of Bangladesh's Amazingly Graceful nation. YES WE
CAN loves 12 to hear from young , women, poorest- all those whose share of voice Wall Street and Mad Avenue censors wherever macroeconomics
rule over the freedom of transparency that only microeconomists systematically have deep enough human
flow data to map.
.
Breaking news from BBC on celebrating one of the greatest 69th birthdays of outr lives and times. For over 20 years now, my
books, maps and coaching aim to help 12 year olds and up discuss the question - how do we design and sustain the most purposeful organisations around life critical and developing
needs? My family's Micro & entrepreneurial belief: healthy societies compound strong economies not the other system round. I also have maths to
prove that, but this is something that only friends of John Von Neumann seem to have time to focus on, So we can design it into the way goodwill brands multiply value. Bangladesh's micro and entrepreneurial system designs communicate
to and from the most exciting networks I have searched after 15 years of internet connectivity- if you enjoy
seeing green too, why not contact me any time chris.macrae@yahoo.co.uk washington dc bureau for yunusforum.net 301 881 1655
Dr Yunushas
set himself, those who work with him at Grameen, his Bangladeshi compatriots and young people and
others who would like to work and network around his open source methods the greatest branding challenge of all time.
The uniting mission is the biggest ever set any generation: to humanly race to end poverty and thereby sustain our
planet and species. In branding parlance, this connects through a map of sub-brands of which three
living system scripts to relate to - and develop with - are: Yunus, Social Business, Grameen.
Dr Muhammad
YunusThe leadership story of the life critical innovation of microcredit (now celebrating its
33rd year of compound growth as an open source method), and the poverty museum race for collaboratively linking in to human
networking competences worldwide is simply chronicled in The Great Advocacy (volume 3 in the review series of the first 60
Grameen dialogues)
As global brands, both Yunus & microcredit were also seeded with goodwill multipliers connected by world leaders
or the prizes they conferred on Dr Yunus. The museum opened in 2008 in Mirpur provides a living replay of this.
Beyond brand seeding: a higher level of exponential multiplication took place over the decade starting in 1997. This is when microcreditsummit started uniting millions of microcredit service agents - whom The Economist in 1982 foresaw as “we’re all intrapreneurial now”.Service economics and networking knowledge franchises call for revolutionarily more transparent and open
organisational systems. That is for all of us Yes We Can 7 billion people to thrive in a post-industrial age. Heroically,
Yunus and other microcreditsummit founders determined to gravitate around the world class goal of reaching out to 100 million
families of the poorest with community-owned microcredit in under a decade. The achievement of this goal and recognition by
the 2006 Nobel Peace Prize awarded to one man and 7 million female microentrepreneurs took Yunus onto sharing world stages
with the highest exponential multipliers of superstardom and global branding.
What Dr Yunus did next was in branding terms the most daring relaunch
ever identified. Even Coca-Cola’s (with The New Seekers’) relaunch of Americana after the Vietnam war with I would like to teach the
world to sing in perfect harmony looks like a trivial pursuit in comparison. Instead of using the platform of the Nobel
speech to confirm his own recognition as banker for the poor, the 66 year-old Yunus announced that his friends had a second
choice of co-creating the stage of the world’s favorite economist and free marketer. System failing globalisation needed
to be turned round by a micro system that 7 billion people could design wherever life critical solutions needed co-creating,
replicating and sustaining. This system was “branded” social business –watch this space, or rather all change
now: to the middle column.
Social BusinessIn Creating
a World Without Poverty, Social Business, Future Capitalism by DR Y ( which this reports calls The Book) we are invited to
get to know how to play with social business as the missing system intervention that can turn round all global failing systems
into successes sustaining humanity.
It may
be worth taking a branding timeout and asking yourself about some meanings to you –and any peer you socially network
with -that social business could brand (help you “peer to peer” action learn) if you decide
to design or create with its system and replication flows. For examples, do you see Social Business as:
The most exciting entrepreneurial and system revolution game ever played
The greatest design and teamworking challenges – where an innovation needs to be so exciting
that someone will give you a free loan to proof-test its sustainability and then to replicate it. (Mathematically, there is
reasoning for this beyond charity- ie the goodwill gain you multiply with the loan-maker)
A
way of searching out how hi-trust free markets can become 10 times more economical from the numbers-shredding global normalcy
that Wall Street and global professions compounded at their sub-prime peaks
The Book is as charming and hi-trust energising as Yunus and his life-committed supporters. In chapter 1, it disarmingly
reviews every major 20th century organisational systemas not measurable to ending poverty or
human sustainability. And so asks you to help co-create –and then open source - the system cure: social business. The Book (written and published at amazing speed as just the first playing piece in a game 7 billion are
invited to rehearse) also makes one deliberate mistake. Can you spot it?
The “mistake” is the Aladdin’s Lamp one of
describing social business as a new idea. It is in fact the core cultural and intellectual property which since birth has
made Bangaldesh –over a third of a century - a different developing economy and epicentre of world citizenship (see
the head of the Nobel peace committee 2008 speech to youth on this topic).Let us rejoice in the first
nation of our network generation to take economics and world trade way above zero sum – see also the Dr Yunus booklet
growing up with 2 giants to understand the most innovative brand nation strategy ever rehearsed. Who ever said that
economics had to be a dismal science? Come and dance to a different 21st century reality –the one which you
& us will need to lead micro-up’s opposite system round so humanity maps how to integrate every community
into a higher order system with people free to multiply virtual productivities beyond borders, as well as respectfully teamwork
with the girl next door.
GrameenThere are communally energising stories of Grameen - and its 150000 village-centre
hubs - worthwhile living and learning:
·worldwide and locally
·branded
outside and branded inside (eg see yunus youth dvd10000)
·across parallel micro-up networks
of hundreds of partners of which:-
*****
microcreditsummit is coming up to its 15th year of exponentially celebrating 09 latin america summit at Cartegena,
10 african and middle east summit at Jamii Bora, Kenya, 11 worldwide microcreditsummit in spain (arguably the most royal of
supporters of the magic of micro)
*****
Future Capitalism is becoming the world’s number 1 leadership benchmarking network for responsibility and sustainability with the likelihood
that over 30 global CEOs will be co-celebrating before the 20th anniversary of the fall of The Wall (Berlin November 09)
The greatest celebrations on the planet
can now be linked around co-practicing living scripts (for health and green energy, for education and smart media, for SMBAs
and empowering .gov) – stimulated by Grameen and its innovative confederates worldwide including the micro-network-economics nominations of grassroots networks BRAC and Jamii Bora made by 93 congressmen. Over to you and yours: to search; leadership quest; and communally map.
to world's top 20 brand analysts - Nobel Laureate Muhammad Yunus is certainly the most
brilliant marketer dad. or I have ever met in spite of working on over half of the world's 100 most famous brands ,
and he is probably the greatest to have walked this earth
.contact me chris macrae of world class brands and goodwill mapmaking in
washington dc 301 881 1655 or chris.macrae at yahoo.co.uk -can we help each other tour system crises through future history's most dramatic moments : exploration 1 Gandhi (reporter grandad) people who I trust to inspire me in search of 10 times more economical
dad 1 2 -travelled
world before he was 10 as gradad was a Britisc council; navigated raf planes and learn economics from an indian corrspondence
course while stationed in bangladesh before he was 20; began becoming The Economist's most prolific writers of leaders before
he was 30 specialising in microeconomics maps and entrpreneurial revolution; before he was 40 wrote book showing that post-war
british chancellors of the exchequer had used econimcs to make life less economic for Britain; before he was 50 complted the
entrreprenurial revolution trilogy which started an annual topm 10 of covention economic blunders, mapped how service economy
turns organsiation structures bottom up, and asked whether the network generation would use sustainability expoentials upward
to make the world a more productive place by ending colonisation of poverty or unsustainable- 2009/2010 was destined back
in 1984 to be the peak crisis year - which way would network generation turn expoentially?
muhammad yunus -diary of
meetings future ... past; filming dvd10000 - who's linking who at N & Y
fazle abed -research on the greatest grassroots service network
IsabellaWM -thanks for the most inspiring gifts a guy can get
In
1989, World Class Brands Network wrote our first book on the core economics challenge of mass media age : how do goodwill
multiplying brands beat brands with billion dollar expense accounts? This web catalogues methods we have open sourced along
the way. It also relates this to other challenges of entrepreneurial revolutionaries which my father Norman Macrae journalised at The Economist between 1950 and 1989.
In particular we reference
his trilogy:
1976 survey - ER : Next Capitalism - offered a top 10 listing of outdated conventional wisdoms that ER needs to innovatively breakthrough. A third of a
centiry on, we celebrate an annual top 10 conventiomal blunders.
1982 survey - Intrapreneurial Now mapped how the
service economy needed far more empowering leadership systems than the industrial age could ever configure
1984
book - which I, Chris Macrae, co-authored mapped what would need to happen by when if we are to systematically
integrate localites into a globalisation that compounds sustainability of all rather than crashes into many http://www.normanmacrae.com/netfuture.html
Our brain recalls clusters of identifiers in the way that it both interprets and remembers what is most
meaningful
Before mass tv advertising, the most meaningful sources of communal value tended to survive intergenerational
storytelling- knowledge and education were at far less risk of being conditioned. Today's risk is that mass media is literally
dumbing us- spinning this at ever compounding speed..
Mindset research shows how to decode a brand's meaning to one
of its demographic groups. From this you can tell if you are working or communicating with a smartening up or dumbing
down brand. You can also compare for an unique brand leadership purpose whether it is going to be easy or difficult
to translate the whole cluster of meanings from one nation to another, or from one era eg pre-ineternet to post-internet
I
also aim to share with you what I treasure most from having been mentored by 2 of the most extraordinary human economists:
Muhammad Yunus, and my dad. queries on how to join our leadership benchmarking group welcome chris.macrae@yahoo.co.uk
washington DC 301 881 1655
Berlin November 2009: European Leadership Invitation by Grameen Craative Lab to benchmark thousands of social business cases and learn from partners in Future Capitalism and celebrate 20th anniversary of Fall of Wall
From Our Transatlantic and 4-hemisphere Archives - Feb 2008 St James' celebration Luncheon between 2 Bangladeshi students of economics - Norman Macrae (year 85) who learnt economics from
a correspondence course whilst waiting to navigate RAF planes out of Bangladesh in 1943 and sustainability investment
world's number 1 economist Muhammad Yunus (year 68)
Mathematically
the Future Capitalism logic of Muhammad Yunus generates hi-trust governance and the most inspiring worldwide partnerships
ever mapped... futurecapitalism
As fas as we have read, this is the only sustainable way to invest in above zero-sum economics.
Thanks to Bangladesh's First third century, about 100 social business franchises have been innovated directly from this nation's
microentrepreneurial networks and in the first 2 years of Future Capitalism about 20 leadership benchmarks for global
industry sector responsibility are now being celebrated around the world.
Future Capitalism is defined in the 2008 book of Dr Yunus as a partnership between one of the world's most
resourced organsiations and a grassroots network sustainably serving life critical needs. The goverance of the partnership
conforms to the goodwill multiplication of the social business model instead of the 90 day historic extraction model that
the Big 4 global accounting monoploly spreadsheet around the world (make sure you understand exactly the assumptions
that such globla accountants books because when you do you may deduce that it is actually impossible to design a
scoring system that is more perfect for compounding sustainability crashes. This is an issue that has been argued since 1989
to our certain knowledge. When Brookings bravely published a report in 2000 on the intangibles crisis of Unseen Wealth,
the incoming Bush administration adopted a censorial attitide that became their hallmark. The parallels between
George Bush and Kaiser Wilhelm -in terms of how distant you can get from ground level contextual mapping must6 concern
economists with longer performance perspectives than annual or quarterly bonuses.
World Class
Brands Benchmarking Networks.
Help us catalogue socfial businesses by the 7 most vital markets for human sustainability:
banking
health
energy
education
to first job
media
integrity of professions in a genetration of worldwide change
Annual Reviews of Opportunities and Risks to free markets as systems of next capitalism change from:
industrial
to service to knowledge economies
boundaries of nations disappear, but divides betwen the powerful and the powerless
need hi-trust mediating if sustainability's exponential up - and not exponential crashes down - are to be celebrated as the
lasting truth if generation's unprecedented changes and challenges as we journey from local to global integration
1976 provides an interesting third
of a century convergence of reflections which may help review crises of opportunity and risk of media
from since it is when:
Teams around the number 1 entrepreneur of our generation , Muhammad Yunus, started to innovate
10 times more economic banking;
my career in researching what societies in over 40 countries most wanted from designing
productive and demanding market exchnages began;
year that father and I have been surveying the annual 10 biggest
system challenges to entrepreneurs and the sustainability of globalisation with his survey Entrepreneurial Revolution in Christmas
issue of The Economist
as Dr Yunus wants to form a club of 100 global brand CEOs who
want to benchmark this invention, I make quite a lot of customised presentations to global branders - if this is your
sort of interest why not contact me ast chris.macrae @yahoo.co.uk or my washingtin dc tel 301 881 1655
Bad
news of globalisation system crisis is that its a double whammy of 1) media crisis where neither speech nor markets are free;
2) metrics crisis where as we saw from wall street 2008 the biggest rewards go to those who make systems least sustainable.The
good news is one country -Bangladesh at its birth over a third of a century ago- came up with the world's greatest invention : Yes
WE Can communally intervene in any globalisation crisis!
What is the invention? It's a system design
methodology (propagated by Nobel Lauraete Muhammad Yunus as social business) for designing a transformation of any global system that is exponentially crashing down. It can bend the curve
to be sustainable exponentially up in every community that replicates a particular social business system design's
franchise.
Social business solutions can be mapped to provide specific life critical solutions - of
which ending poverty is integral to every human and communal sustainability crisis. The reason this invention seems a mystery,
apart from the censorship crisis of media and the rewards crisis of measurement, is that systems maps are humanity's least
commonly developed educational curricula just at a time when networks = system**n needed system mapping to be the 5th
R. As Gandhi & Einstein noted continuously in their collaborative support to end the crushing English colonisation
of India which my maternal grandad as head judge in Mumbai took 25 years to be converted by - to compound whole
truth, system mapping is as important as any other kind of literacy. This becomes sustainability critical wherever
top people make decisions which scale globally and compound exponentially over time.
How do social
action networks share the world's greatest invention? Why not debate it in collaboration forum, map it wherever a social business model intervention needs to be replicated or designed, and encourage the mother of all benchmarking movements among such leaders of transparent system governance as vice chancellors of universities, Global Brand CEOs, G8 leaders
and top politicians/professionals, the world's best endowed foundations and philanthropists. Questions welcome chris.macrae
@yahoo.co.uk - Washington DC Yes WE Can bureau 301 881 1655
PS 9-12 year olds love exploring the world's greatest
invention http://yunusyouth.com/ - why do we find it harder when we get older?
A Strange Leadership Quest- The First 20 Years
Globalisation
of media is sufficient of a system change that it can only spin one of 2 opposite outcomes: to sustain or end the world
I have been searching for a global brand panel of ceos who want to benchmark how to sustain the world with brand valuation
for 20 years.
The search started when I briefed The Economist on their survey: The Year of The Brand. It was nicely
written except the journalist involved hasn't actioned his own words about brand trust needing to be valued systemically far
more humanly - at every quarter - than brand perception. At the same time the first in my genre of world class brands
books was published. It looked back at media's hidden agendas as discovered in 15 years of brand research in 40
countries and a multi-miilions of hours of interviewing databank on customer and societal responses to brands made possible
by express software and MIT market models.
Looking forward to the 2010s: I am extremely hopeful that fans of Nobel
Laureate Muhammad Yunus will gravitate at least 100 global brand ceos valuing sustainability over the next 7 years with the
fantastic first celebrations in nov 2009 recalling the 20th fall of the wall http://www.grameencl.com as well as announcing the world's greatest invention to brand leaders.
But my hope depends on you
too. Even if you dont know a global brand ceo, you customise many such corporations. Ask their co-workers who serve you at
every chance you can - whether their company consciously and communally uses media to sustain humanity. Because
if a system like global media is NOT measurably goverened around such a purpose , the reality is the system will
spin the opposite way through time- and I dont know many people - even in wall street or St James - who consciously want to end their future generations. That's the issue at stake while we have no exponentially true
way of valuing brand sustainability- only the world's greatest invention will cure that!
I love brand brainstorming when the group involved first have the same brand chartering curiosity in their head with agreed do now action projects
Unfortunately the extraordinary breakthroughs this
has achieved are too confidential to the client for me to want to sjhow them on the internet
However I have hosted
some brainstorms with world leading communications professonals on ways to communicate and connect they had never seen before
but wanted to try
occasion 1 enterprise ig, wpp 1998
how do we live brand activities of different departments
in an organisation so that everyone celbrates those departments that have the least silos and glue the brand's service reality
to its perceived promise
Analogies to the networking role of "activity special
correspondents":
tt: livingwall where directors of companies answer post-it questions >- cm: looking forward to seeing what
activity becomes important enough to launch this in our company... (this idea was later followed up by one leading design
agency who put their living wall in reception!)
cm: editing & newspaper journalist network; benchmarking destinations
presented like a travel holiday catalogue with pages on paradise destinations, ie activities (rated best by different value
ideals), & grouped in process sections so that client sponsors can browse between home processes (they already feel expert
at) and away processes (they need to explore and become exotically attracted to)
electronic communities of practice (you are interacting with one which is growing as/because
you read this!)
n: parliament's resolution
of complex interests, provides an interesting metaphor for why some organisational politics is good for brand learning (when
it simplifies and resolves constructive tensions), but most is bad (especially when its covered up from its people on whom
the integrity of brand actions depends)
Can you update me- is one of your sustainability EPCOTs in the middle east
going to open by 2012?
friends of Yes We Can leadership need to start planning what a peoples/community
sustainability exhibition all over london during olympics summer 2012 would look like
while i realise that there is a difference in your need for permanent experience exhibits and a festival's temporary
ones, the world's number 1 sources for sustainability, end poverty, cross-cultural rapport would appear to be the same
and networkers around nobel laureate muhammad yunus are charged with mapping who these are and wh at london-wide events for
sustainability we can stage
starting september 1 we have the opportunity of 5000 youth most interested in the goals
of nobel laureate muhammad yunus and bangaldeshi sustainability investment methods http://news.bbc.co.uk/2/hi/science/nature/8130130.stm helping to search out fun exhibits at every scale from one time university demonstartion to summer long festival to
permanent world heritage stage for humanity/sustainability
I am also interested in suggesting to upmarket hotels
that their brands can get involved in showcasing sustainability breakthroughs that opinion leaders need seeding
in their own comfort zones
Imagine this- in celebration of the 20th anniversary of the fall of the wall, 100 global brand leaders meet to plan the end
of poverty and the renewal of millennium goals with Grameen's Nobel Laurate Dr Yunus and friends from G8 leaders to european royalty cheering on - some in person, some virtually are you a global brand
elade who wants to be there more details chris macrae yes we can bureau Dc 301 881 1655
benchmarking subclubs include: sustainability workforce extreme innovation partnerships global celebration events of humanity's
greatest achievements as well sports ...
Different business units can't live the brand unless they participate in the knowledge of what it stands for. Brand
Chartering is an example of a method - the first and most widely practiced worldwide - which clarifies the kinds of
questions everyone working on a brand should be permitted to ask about it, and where they feel that local customer needs or
impressions are different from brand answers coming from elsewhere local employees must have the right to a facilitation process
that takes everyone's concerns into account. In companies where employees' ideas are now connected through the intranet, facilitation
of brand knowledge is getting ever easier provided your brand leaders have adapted to the different style that managing interactively
involves.
Chartered brands align employees' motivations; unchartered ones cause hidden agendas, political
mistrust and destroy people's enthusiasm for the job, as well as destroying the trust/loyalty of the brand's intended customers.
The original 1996 book of Brand Chartering is online and you are welcome to ask questions or tap into the worldwide experiences of implementing chartering by emailing Chris Macrae
at wcbn007@easynet.co.uk
You will also find that our work pre-anticipated all four og the major frames that David
Aaker and Erich Joachimsthaler christened in 2000 as defining Brand Leadership, namely:
the connection of essence
and identity
masterbriefing of integrated communications
brand architecture
organisation globally
and locally
The convergence of this common language at the core of brand leadership is most welcome
Other Approaches
Like any other multidisciplinary or multi-divisional knowledge approach, branding will
only be actioned with employees' maximum energies and competences if the company's culture, training and other systems flow
in harmony. Moreover whenever major changes are made to any of these organisational flows, people emotions and teamworking
habits are unlikely to be in sync until you have rehearsed the new production at very fine levels of human detail.
.
.
