World Class Brands was set up in 1988
by Norman Macrae , The Economist's Unacknowledged Giant. We invite journalists and media practitioners and enrgetic
youth to join us where they believe media can be designed to improve our next generation's productivity and every community's
sustainability.
Equally we seek
to confront the innovation crisis that some types of media - eg tv ad spots - have become extremely uneconomic and disadvantageous
to youth wherever the real cost of this media has gone up by 10 or 20 fold over the last half century; wherever big organisations
believe in imaging over people instead of leading the greatest responsible purpose their (trillion dollar globalisation) sector can value; in 2010s we specifically celebrate cases where companies or other innovation
leaders use media to job create (not necessarily in their organsiations but in communities they do business in) - examples
welcomed - chris.macrae@yahoo.co.uk Today we have million times more collaboration technology than when man raced to the moon in 1960s; that politicians' macroeconomics
can put more and more youth out of work is a tragedy and a mass media crisis of a type that is utterly unaccepatble
Danone contributes to job creating economics by inviting global brand parnerships in sustainability
and milennial youths most exciting goals
Whole Foods does this by planting microcredits in developing countries it is proud
of developing long-term sourcing relationships with
Intel does this in providing space for some of the most life
critical mobile applications
Africa24tv does this by pursuing good neews leadership stories across Afican
continent
Interface does this by showing almost any indutsry sector can profitably invest in a semi-generation plan
to achieve zero footprint
This subnetwork of Entrepreneurial Revolution networks (started 1976) is for media experts and youth who want to multiply goodwill and celebrate the most purpose-sustaining
corporations. These 2 tables compare some of the challenges from 1988 to 2012 that World Class Brands has led and that parallel
researchers have mediated.
WCBN briefs The Economist on 1988
survey year of brand- recent global brand valuation algorithms are completely fictional - at least wherever used: corporations
will spiral erosion of their purpose (who in world would uniquely miss what if this company didnt exist?) and
multiply mistrust
1993 brief The Economist on death of brand manager - unlike product brands of 20th c , corporate
worldwide brands are pivotal to actioning whole truth of leadership process (including partnership arcitectures in a
networking world). They integrate up to 90% of the whole value of the company which tangible audits do not measure. In
competing for the future, the core of such company brand leadership should not be departmentalised in functional boxes; further
ad agencies do not have the skills (nor the independence from trying to sell media executions) to connect other aspects
of corporate strategy and auditing how to live unique organising purpose
with EIU publish book (Brand Chartering) on process of Unqiue Organising Purpose that needs to be facilitated as multidiscipinary organisation purpose is
mapped back from whatever is the leadership team's most exciting goal -exponentially sustaining organisation's future and
multiplying its goodwill
demonstrate models on exponential impacts - thru 2000s over 100 multibillion dollar
brands lose all their goodwill by not knowing how to audit it at every perfomance cycle
there is also a fascinating
correpondence that can be audited between sustaining purpose of corporation and sustaining the purpose of a global market
sector most pivotal to sustainability
2010s focus of all WCBN research turns to job creating media
2011
Brookings Washington DC restarts 3 year program on purpose of corporation that had been suspended by Bush Adminsitration
2001 (See 2001 publications called unseen wealth - research of corporations greatest compound risks)
2011
2 EU summits on how to use million times more collaborative tech to get european youth back to work conclude inter alia that
closing down intangibles research of corporate goodwill models in 2003 was one of biggest analytic/economics mistakes EU has
made
2003 at survive risk conference - sir john banham explains how industry leaders can go beyond corporate
social responsibility trap of not being able to afford to be first in sector to invest in not externalising risks- use annual
general meeting to announce biggest risk sector is responsible to society on and invite competitors to collaborate on preventing
that risk while competing to differentiate benefits served; in 2005 four paris ceos start benchmarking such a movement
Where
time does not permit diarising all the work on job creating world class brands it will be linked out of this section of our
parent web for entrepreneurial revolution http://www.erworld.tv/id271.html questions welcome chris.macrae@yahooco.uk washington dc hotline 1 301 881 1655
Most of this web is under reconstruction.
If you know of leaders you might want to co-partner us in mailing out letter below please contact chris.macrae@yahoo.co.uk - I live in Washington DC region but linkin youth entrepreneurial revolution wherever there are partners and local demand
WorldClassBrands.TV 5801 Nicholson Lane Suite 404 N.Bethesda MD 20852 USA
Dear
Our practitioner network was founded by my father, The Economist's Unacknowledged Giant, in 1988. Dad's signature
work involved media innovation and entrepreneurial revolution geared to the way he defined and exponentially analysed the
purpose of economics: investing in next generation's productivity out of every community
Norman Macrae's personal joy was to explore how media could do good in the world. In particular, his journalism
converged on wanting the millions times more collaborative technology of the net generation to help make the 2010s Youths
Most Productive Decade
In his last three years he advised me to refocus World Class Brands on a hunt for media that
created jobs or empowered youth to income generate. Since Norman Macrae's death in 2010 various remembrance parties - eg at
The Economist Boardroom, in Japanese Embassy - have served to focus this dialogue and link in opinion leaders, and the emergence
of a family of journals in various languages on genre of pro-youth economics.
We believe we now have sufficient opinion
leading connections to help inform the quest for the most outstanding opportunities to mediate job creation within and across
regions of the world. Celebrations include ways educational institutes can empower 1000 youth to start job creation competitions;
ways superstars can help young people regenerate communities; ways that innovation triads of future capitals help young people
integrate cultures by swaps concerned with serving each others most urgent millennium goals; turning up social action impact
of every elder who wants to mentor youth entrepreneurs
If your company would like to know about ways of promoting
2010s as youths most productive decade, I would love to hear from your team
Yours
sincerely
Chris
Macrae
tell us if you know of a global market sector led with as
exciting a purpose for the future of youth and communities everywhere as
danone in nutrition markets of milk, cereal and water
36 years into linking Entrepreneurial Revolution's quests (started by The Economist's Unacknowheded Giant Xmas Day 1976) , we would like to be able to publish good news
guide -and celebrate it with worldwide youth at London's Olympics - for 30 of the biggest and most life critical sectors not
just 3!!
In association with the Entrepreneureurial Revolution networks of The Economist's Unacknowledged Giant, the tips
of world class brands for a goodwill multiplying year
linked to goal of making 2010s youth's most productiuve decade are:
2010s most purposeful organisation network for youth
to trust - BRAC
unlike
2011, the most critical impact of social business capitals in 2012 goes to the twin-capital of paris-london --- Paris has practiced and linked in youth to a more
exciting range of micro up social solutions but the UK has found the funding lever and has the olympics platform, and both
capitals have joined in connecting this with Brussels' last chance of real celebrations of youth employment come back in 2010s
World Class Brands was formed as a subnetwork of The Economist's Unacknowledged Giant Entrepreneurial Revolution (est 1976) networks on his retirement from The Economist in 1988. It is for journalists and media experts who believe we
can do good and advance pro-youth economics if we change media appropriately
Our values include anti-greenwashing, and progressively demanding that the 21st C century's main media
is something other than the advertising spot. whose economy has expired in ever more cases. Moreover in a networking age we see no point whatsover separating education and media as if they need different experts
Above all we advise leaders www.yclub100.com that the world's largest corporations, knowing most about their sector's biggest risk need to take responsibility for that
- one way is to declare what that risk is and invite transparent networking collaboration around preventing it
Another way is to believe that hi-trust investments
only pay back compound interest over the long-term, and so a company needs to know its unique purpose and govern this through
a multi-win stakeholder model. This is what is needed to prevent conflicts that dilute its purpose, as
well as energise all who are humanly related to the corporation to celebrate, not fear, relevant change. These are the sorts
of value multiplying changes we mapped in 1984 as requiring unprecedented celebration by and for youth if a sustainable world
is to be the consequence of net generation
In
a knowledge networking economy, goodwill can account for 75% or even 90+% of a corporations value. Our research shows goodwill's
valuation trajectory is exponential and depends on whether a multi-win model is being spun. There are other advantages to
branding unique organising purpose that world class brands researchers have now developed valutaion frameworks round.
In particular, a company can clarify what innovations it celebrates with the world because they multiply value in use =unlike
consuming physical things the beauty is that knowledge does multiply in use if it benefits every community that a brand connects
not only its own economy but the community's. As entrepreneurial revolutionaries we live for the day early in 21st C in which
every leading business celebrates its social identity as well as every society's youth being passionately empowered to love
doing/creating good business.
queries welcomed chris.macrae@yahoo.co.uk
washington dc hotline 1 301 881 1655
What is the World Class Purpose of Media? Our networkers celebrate the 2 goals selected by Scot James Wilson in 1843 to end hunger and end capital abuse of youth.
Inspired by each Unacknowledged Giant of The Economist, over 20 years WorldClassBrandsNetworkers
have converged around The Economist's 1988 Survey of The Year of the Brand. Trust not image is the essence of corporate
brand leadership. Exponentially sustainable growth strategy don't exist without actioning a multi-win model of goodwill. Our
// intantigbles crisis valuation networks have celebrated those brands which search
out youth who want celebrate or achieve these twin millennium goals. We share maps which help communities,
edycators and youth value how (productive and demanding relatoonshup) system dynamics compound every free
market's responsibility for multiplying
purposeful
trust-flow,
transparency and
sustainable growth exponentials.
world class brands
league 2011
WholeFoods
Intel
Danone
MIT
BRAC
cm/iwm transparency note : as shareholders of The Economist we exclude it from WCB league
.
Best Media News of 2011
Against the odds, the desperately wrong turns macroeconomics have compounded across EU have stimulated celebrations
of social business mediation by communities of youth across the continent experience this EU Brussels video first and then rsvp info@worldcitizen.tv with nominations of whose leading big society capital funds and transformations in corporate responsibility partnerships
where - eg UK 1 Sir Ronald Cohen 2 Richard Branson France 1 Frank Riboud 2 Maria Nowak 3 Martin Hirsch US I Craig Barrett 2 John Mackey
Fall 2009, Wolfsburg Paris 2005
Recommendation: Job Creating Promotions will be the most economical media plays in 2010s
Story: if your brand
depends on youth's goodwill , which $40000 spend makes more sense: paying for one minute of a top american footballer's
time, buying one second of a superbowl commercial, or sponsoring 1000 youth across a state's 45 universities to brainstorm
on job creation for a day in an entrepreneurial competition marked by their principals, leading businessmen, bipartisan
public servants and regional philanthropists? For more on this test market click...
or
email chris.macrae@yahoo.co.uk skype chrismacraedc washington dc hotline 1-301 881 1655 : discuss other job creation
media test markets 1 2 3 4 5 6
World Class Bands is a subnetwork of advisers on Entrepreneurial Revolution inspired by The Economist’s Unacknowledged Giant and his 60 year diaries of what entrepreneurial interventions stimulate exponentially sustainable growth.
Formally we first started gatherings as a network after Chris Macrae’s book World Class Brands in 1988 questioned the
crossroads that media was at in going global : would media professions unse the power of media to make innovations
that advanced the human lot (YouthsLastSummit), or not (eg Notournewsoftheworld)?
This book drew on a decade
of researching what societies wanted from the world’s most powerful brands where Chris was a laed contributor to a database
involving 50 countries and thousands of markets made possible by software out of MIT.
For 2010s World
Class Brands associates provide 2 types of local and global advice:
MAINLY PRO-BONO
We advise educators and youth on how to stay free of
media’s traps and offer models such as university of stars that connect the multiw0in interests of
Young people
Emerging superstars
Superstars
Those whose groundedness in a heroic human siolution is worthwhile being linked into at the earliest stage
(ie before becoming a superstar)
New York is piloting a superb University
of Stars Model called http://www.singforhope.org/ -rsvp info@worldcitizen.tv if you know of a good news education and youth participation model in media or wish us to provide you wiith a longer tour
of bookmarks
MAINLY PROFESSIONALLY
Helping leaders with an image or conflict problem to see if there remains an opportunity to get back to unique purpose
– note this an opposite intervention to that of spending more money on image. Strategies include:
Understanding
the 2 microeconomic models in a networked world that can regain purposeful leadership and drive expoententoial grwoth
Investigating what are the most exiting projects going on in the organsiation and seeing if these can be combined
to buy stakeholder confidence in getting back to purspoe
Revisiting brand and other intangible
architectures to understand whether their valuations and spends can be more economic given the goals that now need to be lead.
Our brand chartering methods have been tested by many of the world’s largest ad agencies and manegemnt consultancies.
We have guest edited several landmark special issues of journals such as the triple special sisue of Journal of Marketing
management on compiling uneconomics practices of 20th C media and mapping how to achieve a new brand reality of
pasisoante individual productivity and communal pride in world changing purspoe.
Given the two extremloy oppsosiet scenarions
that Norman’s and Chris's 1984 book on the future of the net generation mapped as systemicly likely, we see 2010s as
the most exciting decade to be alive. Our convergent goal is to make 2010s youth’s most productive decade. If your region
and communities have a crisis and don’t know if its partly caused by media, we will normally give you a free appraisal
in line with the main Norman Mavcrae Foundation project of identifying 100 leaders who mst want to commit to youth’s
most productive decade www.yclub100.com
http://www.worldclassbrands.tv/ is 3rd of 4 networks my family linked in with entrepreneurs and readers and co-writers of our publications -
this network is devoted to exploring how to do good with media and how to viralise good news. Like all networks associated
with the Norman Macrae Foundation our primary criteria in valuing good is job creation designed to maxmiise
productivitity and sustainability of net generation connecting every worldwide community through 2010s . As you can see from my business card, I live near Washington DC
- if you have a nomination for a top 100 leader suporting youth productivity through 2010s please contact me so we
can build http://www.yclub100.com/
Various models and co-creative dialogues are at http://normanmacrae.ning.com/http://www.worldeconomist.net/http://www.valuetrue.com/ and http://www.erworld.tv/ ( my father helped coin about 50 entrepreneurial practices- the few I led deveopment of are brand chartering 1990 (how to live and learn purpose that keeps on multiplying value for all) and brand architecture 1990 (how
two or more brands can network as partners with zero greenwashing or other conflicts)
Breaking news Fall11: upcoming conferences where survey will be present Oct2011 Atlanta 1200 JobCreation Brainstorm; Oct 2011 Media Literacy 1000 youth and parents Bethesda; Oct2011; MIT Hi-tech for developing economies; Nov2011 Spain 15th microcreditsummit
Norman Macrae Family Foundation Dedicated to helping people champion pro-youth and job-creating economics
Norman Macrae (nickname
Unacknowledged Giant) worked at The Economist for most of second half of 20th C. During third quarter his books
and articles chronicled the hostile takeover in the West of microeconomics (analysis principles systemized around communities
advancing human lot) by macroeconomics -what Frederich (Von) Hayek called the fatal conceit of funding professions to monopolise
over rules designed for the big to get bigger and the speculative to get more powerful the more communal trust they destroy.
During 4th quarter Norman invited readers to activate various social nets aimed at openly sharing life critical
knowhow across communities and cultures. These include:
76 Entrepreneurial Revolution.
Economist Trilogy questioning; what different types of capital markets and organisational
partnerships will coming networking century need to be most productive time for 7 billion people.Can we help Asia-Pacific lead the century 1976-2075 towards a borderless age celebrating abundant economics
(multiplying productive knowhow) instead of scarcity economics (eg consuming things). Norman joyfully recommended entrepreneurial
vocabulary as the last one that top-down power barons would take over- the French origin of “between take” refers
to cutting off heads of those who monopolise productive assets
84 NetGen Goodwill Action Net Futures:
Book on how the first netgeneration to 2024 would compound one of 2 opposite futures-
either the most productive one for all human beings united in the most exciting millennium goals though 1000 times more powerful
tech or the Orwellian one.Norman (one of last students of Keynes) was extrapolating the main finding of general theory that as economics computations
increasingly ruled the world one of these 2 opposite end games would be compounded.
88
World Class Brands-
Doing good with how
media integrates local and global community.As internationalist
Scots, five generations of Norman Macrae’s family tree have worked on media, cultural mediation or community building
in more than half of world’s countries.
We believe that media can do good but with the net generation involved in the most
urgent media changes of all time,outcomes (including sustainability of human race) are to be determined.
Hitler only needed secret innovation of the audio tape-recorder to use radio to propagate the most vicious and unsocial network
ever. 1988 marked the first of a series in The Economist on the life and death of the brand, and Norman’s “retirement” so that he could help with Sloan Foundation
biography of what Von Neumann wished computers & people would web.
99 Valuetrue social and business models
In the pre-networked
age maths can map how it is possible to design 10-win or 10-lose exchanges of productive and demanding relationships around
unique organisational vision. But the opportunity and the threat of the networking age
is these maps spin 100-win or 100-lose games at exponentially accelerating rates. Dotcoms provided an early example of 100-lose
collapse. Normans last 2 articles in 2008 questioned
whether Wall Street analysts and bankers were playing 100-lose with the global financial system of 2010s
There is a lot of work to be done if job creation economics is to return so that the net generation
can be the most productive and sustainable that nature has ever celebrated, Contact us if you and your peer networks can help
search actionable entrepreneurial practices or stage debates valuing maps like those our networkers link.
which stories about economics do all youth need to know 1) every bailout of a bank's big investors
steals from youth's future living standards; 2 the way to deal with Keynes' discovery that only economics rules the world
is that every job building youth network needs to search out hi-trust economics principles it wants to celebrate.
Youth have power over media when they choose to attend to only those media that sponsor the community economics you want
to sustain across generations. Our family, friends and linked in networkers are in our 35th year of working on these challenges and we try to help youth - 3000 of whose most exciting
stories in 2010s we invite to blog at www.youthandyunus.com
rsvp info@worldcitizen.tv if you have an entry for media's hall of shame - media's least trusted country of 2011 UK: Scotland
Yard officers are examining 11,000 pages of material containing nearly 4,000 names of possible hacking victims ..
WORLD
CLASS BRANDS is the first of two media subnetworks of the Entrepreneurial Revolution family of 100 Networks linking in pro-youth
economic models that started up after Norman Macrae's survey of ER - The Economist 25 December 1976. As practioners we search for ways that media can improve the human
lot - we do this with urgency as history shows that almost every new media is seized by badwill forces before socioetoes
and people know what was at stake...
1980s Surveys of millions of people
and societes with database software developed at MIT (number 1 job creating university in world) proved old advertisng models
within nations and of separated products were no longer economic.
Is is possible to transparently
action learn a corporate brand's value multiplying purpose -and its flows across partnership networks
2 Brand Chartering Living Scripts co-published by Economist Intelligence Unit
1990s surveys by WCBn showed that the new economics of brand leadership depended on clarifying unique purpose of
corporation or networks of partners, and how to integrate this as a multi-win exchange of productivities and demands
that every co-worker's most relevant knowledge could value multiply
3
All of the world's 10000 largest brands.networks are market exchnagesn of productive and demanding relationships
that may grow or burst dependng on leadershhip commiunincations integrity of Unique Purpose
To make the transition from image-led
advertising to purposeful-leadership, professional valuation advice needs to be transformed. Even triple bottom line models
are not enough to sustain purpose if they use historical value add. At the limit brands value multiply- if you wholly
abuse the trust of any stakeholder they may zeroise you. 3 years before the demise of Andersen, valuetrue mapping model was
valuing the andersen brand as worth nothing unless leaders of the firm radically changed their valuation of society
WCBN was formally identified by 2 publications written
in 1988 - Year of The Brand in The Economist and World Class Brands published by Addison Wesley. Prior to this date, our search
for hi-trust media had been one of the 2 largest subgroups of ER - the other being economists for exponential sustainability.
In 1988 the primary questions of World Class Brands - mass media is
at a crossroads - will its practitiners choose a virtuous or vicious way to spin futures? The tv advertsing spot's previous
practices can't possibly be economic in a globalising world; the value multipliers of corporate-led brand need to be 1) Unique
Purpose and 2) Goodwill (trust) multiplication which are opposite dynamics than those tv ad agencies specialised
in of 1) perceptions and 2) communicating promises (separately of whether the company's people were empowered to live in ways
that integrated keeping of win-win-win promises) Here are the 10 subnetworks of WorldClassBrands which have emerged
The second media network for value multipltying trust involves network
media - a dynamic first tested by Macraes who participated in the 1973 UK National Development Project and written up
as the first biography of the net generation in 1984 http://www.normanmacrae.com/netfuture.html
This web can only give an introductory guide to how professionals of World Class Brands work to question what purspose
societies most value from each gtlobal market sector. If you have specific p-ractice questions we welcome those chris.macrae@yahoo.co.uk wash dc 1 301 881 1655 skype chrismacraedc
.
Number 1 Purpose of Brand Leadership
– who would uniquely miss what if this brand or leader didn’t exist – Chris and Norman
Macrae 1990
ER1 Brand (architecture)
links into every decision of leadership and organisation competence. That’s why the “unique miss question”
is essential. It leads to future shocking discoveries. The first of which is that for most companies –and young customers
- being dependent on an ad agency for unique purpose is the least economic and least sustainable system
design This is because the cost of advertising has risen exponentially even while the value of promising
something that you cant be trusted by all sides to serve goes down the more knowledgeably networked peoples become.
ER2 The
Unique Purpose question applies to whole global markets too. We can identify 16 global markets on whose purspoe human sustainabiulity
and other vital goals of the net generation depend. Two of these 16 markets have mattered to 5 generations of Macrae family
- namely
what is the unique purspose of economics and
all metrics/rules professions?
What
is the unique purpose of all types of community media?
If you are making a worldwide decision that could depend on rehearsing the
unique purpose question you can do this confidentially with chris macrae washington DC bureau 1-301 881 1655 skype chrismacraedc
: email chris.macrae@yahoo.co.uk
Join in our
public and schools dialogues on who'd Uniquely miss what :
WCB1 what
is U-Purpose of economics
WCB2 what is U=Purpose of media
WCB3 what is U-Purpose of university
WCB4
what is U-Purpose of secondary school
WCB5 what is U-Purpose of healthcare
WCB6 what is U-Purpose of agricultutre
WCB7
what is U-Purpose of banking
WCB8 what is U-Purpose of stockmarkets
or tell us another global market whose Uniquely Purposeful contribution to a
sustainable world your generation wants to cross-examine
..................................................................... From the memoirs "Its a maddening mass media world" by The Economist's Unacknowledged Giant "Norman Macrae"-
Dec 1988: At retirement party after 40 years employed at The Economist:
The first Uk Chancellor of Exchequer
I met for lunch at The Economist was Stafford Cripps. and the first prime minister Anthony Eden - both had recently had
bungled intestinal operations and were for a short time while in office clinically insane.
Simultaneously,
Stalin was even madder. And yet in those early postwar days various people, including presumably an Economist colleague in
Kim Philby, were, out of genuine idealism, giving him the secret of the atom bomb. If you knew Russia by having been to it earlier,
as I had been in the 1930s, it did not seem at all likely that the planet would survive to 1989, which I now tentatively
forcecast it will.
Oxbridge.tv Actions- vote to change places back to pre-war constitutions in which nations with a growing future were those
whose governments spent under 25% of their peoples' money. Use privatization models that value intergeneration goals led by
social business entrepreneurs to achieve Schumpeters 2 million global village model of networking economics. This is what
2010s needs for ending poverty and celebrating job creation out of every community. Empower youth of the net generation to learn about the 16 most vital markets for developing community up as researched during the first 40 years of grassroots
networks in Bangladesh led mainly by 15 million village mothers and the most exciting entrepreneurial revoultionaries of my lifetime: Sir Fazle Abed and Muhammad Yunus.
Click picture for June 2010
The Economist podcast
The Unacknowledged Giant
Fazle Hasan Abed on BRAC First third
of century of Bangladeshi Microcredit - the most economical system design for achieving millennium goals
Bangladesh Social Business System and Collaboration Partner networking designs - formed round non-political entrepreneurship party in the early years of birth of
this leading microentrepreneurial nation by grassroots networks who wanted to develop their peoples futures the
other system round from post-colonial big capital government. Between 1976 and 2004, ten times more economic models of global
village community building services were proof-tested in the most vital human rights markets including
: banking, community "farmers" markets for food and energy, healthtcare hubs, safe roof over family's
female heads, education of children: focusing on literacy and vocational job creation; mobilisation of local
to global digital knowledge.
The first book (1984) on what is youth's greatest purpose with the internet = ask for up to 3 pages to be lasered to you on
such goals as 1 ending poverty, 2 changing economics, investing in photosynthesis instead of nuclear, how peoples cross-culturally
and joyfully mediate over-government during the first 5 years after end of cold war, changing education from bottom
to top, designing internet to be smarter for youth to participate in -and celebrate - than tv, ending unsustainability
of such global market sectors as health, clean water/food, media and capital real estate that spun viciously by
erroneous macroeconomics become exponentially more costly until only Orwell's Big Brothers can afford them ...
What can the role of world service broadcasting be if 2010s is to be most exciting decade
for youth and net generation?
What would the best news portal and worldwide correspondents for
humanity look like, and help interact?
Given Keynes predicted an interconnected world economy
would either spiral to endgame of Orwellian big brother or empowerment of 7 billion peoples productive lives- which
way is economics heading and how do we change economics?
DO NOWS 1 Paris-Dhaka-DC
Dear Youth OPenTech Leaders Paris
1 are you able to write up a one-pager on tagtech standard for bankabillion entrepreneurs that friends and I can distribute to chief economist at embassy of france in DC in a week's time;
I want to use it as illustration of what yunus tech partners roundtables from US congress week on will debate and worldwide
action
1a you would be most welcome to feature this at the open technology roundatable happening while yunus is
testifying to congress in dc (expected date late september) but if this doesnt fit your diary no worries- I am approaching
people like jeff skoll saying that I recommend that yunus urgently needs skoll's resources to network reach
beyond the actual roundtables themselves
1b of course we are in parallel building various supporting media
-in english and french first- including journal of social buisness and youthandyunus.com ; and yunus and naila want you to be in middle of this out of paris as much as you wish
1c I dont know how to do many things but brand chartering/mapping who connects round world leaders is my professional focus since late 1980s - quite simply yunus centre hasnt been
looking wholly at 50 world leaders who most support yunus from action perspective of what does each leader most want to do
as a project, and which of the other 50 leaders could collaboratively help with that project, then which youth webs could
join in the social actions, then what to web next to double actions on that goal-driven solution annually
1d
while it is tragic beyond words that we have had to reach such an unsafe Bangladesh crisis as we are now at, the
opportunity to open space 100 times more productively to end poverty and open social business stockmarkets
than has so far been connected round yunus and hi-trust world leaders is with us: naila, you and folks like you
now
-lets just do it before another crowd of noisy people surround yunus with less openly collaborative
maps
Dear Chris Professor Yunus forwarded me your mail about your proposal to host an event in Washington
DC around the time of the Congressional Medal ceremony. He is in principle agreeable to do this. We do not yet have a
date for the ceremony, but we will put it into the schedule. I will be happy to start discussing with you about the contents
of your event. Professor Yunus would like to waive your generous offer of a donation, and looks forward to attending a meaningful
program along the lines that you suggested. In a later mail, I will copy Tanbir on my team who works on the details of
Professor Yunus' schedule.
I look forward to being in touch.
Regards
-- Lamiya
Chris
Macrae Washington DC 1-301 881 1655 skype chrismacraedc email info@worldcitizen.tv
.
Power
can be compounded to good or bad ends. What if the leadership power of media and brand partnerships is used to communally
progress the human lot? This is the question our network of advisers have raised continuously since Chris Macrae’s book
– World Class Brands – was written in 1989. This followed up a 1984 book Chris co-authored with his father The Economist’s Unacknowledged Giant which questioned whether the first generation to be mediated by the internet would search out leaders to the most joyous
outcomes (including end of poverty) or suffer the decline and fall lof civil society being Big Brothered way
that Otrwell’s scenario had forewarned.
Progressively power’s “what if” :question
has also been applied to economics and the degrees of trust designed mathematically into valuation models used to systematically
govern organizations, networks and peoples More on that at ERworld.tv where ER stands for Norman Macrae’s Entrepreneurial Revolution debate on the opportunities of economics and the risks
of innovation; and at trilliondolaraudit.com where we apply the what if question to whether the largest (trillion dollar) global market sectors are free to value sustainability
futures and the most heroic goals that youth of 2010s vote for realising by 2024.
According to General Theory of Keynes: increasingly only economics rules the
world;
This leaves2 opposite systemround choices: economkics designed to power over peopes or designed to suatain
community and empower people
.
One of the architectural crises of brand partnerships is that the more famously purposeful
for spreading goodwilled actions a brand becomes the more others wish to partner it . Dilution of purpose can result because
it is hard for others to live up to the unique purpose of the original or more sinisterly because a system with more resources
wants to takeover the less powerful brand before its good changes the freedoms through which people see what is possible both
in terms of productive lives and in integrating demands that advance the prospects of our children’s children. In 2011
no “brands’ illustrate this dilemma more clearly than the country “Bangladesh” that excited Norman
Macrae most at his passing in 2010 and the signature end poverty brandings co-created by the poorest mothers of Bangladesh’s
first 40 years known worldwide as Grameen and Yunus
0
SHORT FUTURE HISTORY OF INNOVATIONS CONCERNING WORLD CLASS BRANDS Founded 1988 by volunteers with deeply practical
cross-cultural concerns who wanted to do good with mass media; inspired by two of humanity's more extraordinary
stories in The Economist that suggested that changes in media 1984-2024 would determine sustainability - or not - of
the human race - namely netfures Norman Macrae 1984; Entrepreneurial Revolution 1976. The Economist had itself been founded
by an Internationalist Scot in 1843 to do good with media. So we info@worldcitizen.tv always love to hear of other global media founded to do good
Innovation 10 - our first
book "World Class Brands" posed the problem as seen in 1989 - how does one live in a world where randomly
made up accounting algorithms value the goodwill of particular global brands as worth billions one day and nothing the
next? Moreover, is this challenge related to the the predictions of great 20th C mathematicians including Einstein and
Von Neumann that humanity may not competely survive that era when one generation becomes more connected than geo-politically
separtaed unless we design professions ahead of time capable of transforming way above zero-sums rather than specialising
in arguing over man-made boundaries. We are optimists but the one marketing acronym we do ask everyone to mentor each other
in is SWOT -where the Opportunity & Threat represent exponential impacts compounding up or down into the future depending
on the uniquely purposeful quality a system spins out of its historical strengths and weaknesses- and the relentless pride
and passion that founders planted in gravitating such purpose.
Innovation 9- The Net Genration needs to be be
the first capable of SWOT**N Quite simply a definition of being networked is that systems multiply more value up or down through
their boundaries than as separate entities. Examination of western academia rerveals there isn't a single profession
as of 1989 that is globally ready tio serve true and fair advice relevant to this innovation. This terrifies us given the
inclination of professions to defensively rule over semi-monopolies that societies entrusted to their hippocratic oathes to
behave wholly, truly and fairly. As of 1989 we suggest teachers should help young people unite around the world is asking
the question which global professions live up to what hippocratic oaths? Back in 1949 when my dad started doing interviews
for The Economist, economics was still inspired by the adam smith intent of investing in future generations and sustainability
of communities. Dad noticed how the third quarter of the 20th C was that where economists were prone to be the first
professions to lose their commitment to serving the future of humanity as they got hired by the big get bigger, and the short
get shorter-term. Presciently, the main lesson of Keynes' work (General Theory) had been to beware of economists
selling out their souls as increasingly only economists ruled the world of man made systems.
.
World
Class Brands 21
Navigating
21 Market Freedoms that Can Change Youth Net Generation’s World
Future History Infrastructures: Revolutions by the people mediate Forbidden Questions
21
Leadership Worlds Greatest Invention: frees 10 times more productivity in one generation
20: 20th C greatest change www
19: 19th greatest
change steam
1 Ruling Professionals ethical basis 1750s
2 Total education change 1920s on
3 Most curious mass media startups
Asian www century’s
coming ER
60s japan electronics & physical quality
Bangladesh’s rebirth of disaster relief
Kenya 99 mobile youth
nation building
Community bank, market and knowhow hubs (16 foci)
Grassroots networking : infant healthcare
& primary ed
Free Uni S Africa
First hubs solution to death of distance
Bottom up investment banking
Seed Science &
MicroEnergy: clean agricultures
Leadership Dreams beyond a normal sector
Online
retail amazon
Search & Media Exploration
Retail’s greatest vision
2 million global village
markets & egov emerging from china after island starts
Secondary Ed NZ
Manuf’s greatest vision
.
...
In 2011 the main commonwealth world class brands we are doing pro bono work for are Bangladesh & BBC - we hope to have made sufficient transformations in time for queen elizabeth and all family investors of saint james in 2012 to enjoy sustainability's above zero sum games as a lasting reason why sports are worth fleeting moemnts of joy
Dear BBC Governor Do you know anyone who would like to discuss the extraordinary role the BBC could play as sustainability
jewel in Europe’s crown? My father who was the first journalist of the internet and whose work The Economist has described
as that of the unacknowledged giant started to develop this script in 1984 in a book positioned to open debates round the
opposite globalisation scenario to George Orwell’s Big Brother.
Norman Macrae believed that the world’s
largest public broadcaster is capable of propagating stories on how goodwill multiplies that no other media can cross-culturally
do. If we renew the pro-youth microeconomics begun by Adam Smith, the 2010s can yet spin round being the net generation’s
most exciting decade. In the 1960s, we only had a race to the moon, today we have the challenge of uniting the human race
round sustainability of the planet. This microeconomics quest is supported by royal families across Europe from Prince Charles
in the UK to Queen Sofia in Spain, from the Luxembourg Royal family to Prince Albert in Monaco.
Mathematically micro
system design is mapped by Einstein who advise Gandhi on transformative professional rules to John Von Neumann who detailed
above zero sum game theory. Sustainability exponentials are not hard to design communal and networking solutions round but
the devil is in appreciating contextual details instead of looking to govern with one uniform standard.. Valuing connectivity
across borders instead of separation also needs to be rewarded. Life critical knowhow also multiplies value in use through
opposite economic paradigms than consuming up scare things. The head of the Nobel ;peace judges traveled to Dhaka in 2008
to congratulate Bangladeshi youth on being world class in sharing this knowledge. As an early celebrations of Bangladesh’s
40th year of empowering the world to celebrate millennium goals, I enclose a firs version of Consider Bangladesh whose launch
was celebrated by 60 people at The Economist’ boardroom last month. Keynes, whose last student class in Cambridge my
dad participated in, is known for saying that increasingly only economics rules the world of man made systems. Out of Washington
DC where I live, it has taken 30 years of peoples grassroots networking to get two thirds of congress to vote for Dr Yunus
to come and testify spring 2011 on why credit is the life blood of any nation , and what conflicts to resolve if microeconomics
community designs are to replace macroeconomics including systems that are too big to exist. We are inviting youth in many
capitals to co-publish how they can entrepreneurially twin with Dhaka as sustainability world trade capital Five generations
of my family including my grandfather who was mentored by Gandhi for 25 years on how to write up legalese of India’s
independence, have worked to optimistically demonstrate that media and metrics can be used to progress the human lot. The
time is Now if the BBC would be interested in playing a unique role in world service.
hi frank & unknown giants of system change: could I urgently come and meet you in saratoga; I understand the point about your priority to finish book; have about 15 possibly overlapping projects some which began out
of my dads work;
1988: we briefed the current editor of the economist
that hasty brand valuation algorithms (conceived round perception inseatd of trust) were going to destroy sustainability
designs of globalisation; he was then writing one of his first surveys and dad was retiring; by 2000 unseenwealth's margaret blair ordered me to give up with brand and try knowledge; 2011 some of
our interfacing family investment projects have urgent wordlwide deadlines; dads estate wanting to celebrate bangladesh's 40th anniversary as the world's first microentrepreneurial networking nation (soft launch The Economist nov 2011)
yunus testifying at congress on
sustainability probably may 2011; journal of yunus work being sampled to 3000 leaders next month (could give you a stock to
send to test with leaders in same way that jon's hubs are); europewide microeconomics summit hosted by queen of spain in nov 2011; hope that jon and les do some work that help
queen's fav project in kenya before then; london olympics 2012 where WE aim to convince bbc that it should give as much coverage to sustainability good news as sports; letter sent to romano prodi
to see if he wants to join in entrepreneurial revolution part 2- he animated italian job part 1 in 1976...
other maps of business
models continued through 1990s where jeff and I tried to reform eu investments in entrepreneurship across countries and
change global accountants and economics metrics first at copers & lybrand and then in my case at world's largest ad agency;
by 1999 my valuation model forecast anderson would implode unless its leaders resolved conflicts of its true and fair purpsoe
among its main production flows and its stakeholders but unfortunately the world's largest ad agency group preferred
to sell 40 million dollars of relogos ...chris
this is one way WCBN mediates possible correspondences between your world and other projects; Description
TrillionDollarAudit.com –which are world’s trillion dollar markets? What sustainability purposes are they most
responsible for in every community? Where’s the open mapping audit showing that market is free of too big to exist systems
sustainable system implementation of economy & society
Social business system books 1 & 2 or Muhammad Yunus; linkin most exciting decades chalenges at worldcitizen.tv; clarify 20 most pursposeful micro capital markets at grameen.tv; join 2050 yuunus bookclub or 10000 dvd club; help wiki first 100 projects of SMBAworld; contribute
to journal and book of joy of economics; help form sustainability 3000 leaders club in time for yunus city & youth jams (12) to celebrate olympics & sustainability 2012 with family investment associates of the microeconomist village of Saint James
system change the greatest challenge facing business
Reform stockmarkets by 2012 ; micro capital markets needed for sustainability of 1)
place crisis (eg job creation & human productivity & zero footprint –eg Interface); 2) trillion dollar purpose
crisis
gross national happiness- such as goodwill's energisation
of emotional and social capitals
1988
World Class Brands network formed by professionals who want to see media sustain humanity. While research for our book WCB
on opportunities and threats of globalising media is completed, we brief The Economist's future editor - our input to his
survey The Year of The Brand - demand that brand valuation algorithms focus on trust and goodwill multipliers and reality
of unique purpose not on image-making
Nov 16 2010 , Boardroom, The Economist : In celebration of Norman Macrae's life works on entrepreneurship,
internet and sustainability world trade : Our family foundation investment fund announces $250,000 of social business
loansloans primarily to youthworldbanking in kenya namely JamiiBora and youth celebration of good news action networks www.the-hub.net particularly through entrepreneurial hosting out of s. africa and bangladesh
dad's last story - just as technology could have made the purpose of basic community-investing bank (savings
account, loan only for local productivity, debit card, atm, no bank branches except in community market places and micro-knowledge
hubs), all records captured on mobiles 10 times more economical not one bank in the western world was prepared to innovate
and cut its expensive staff so all banks issued credit cards to trap citizens in debt making banks 10 times more
costly -recommendation move over to century of AsiaPacific.cc ever faster
World Class Brands Network born
1988 – purpose to get best news for advancing human lot out to 7 billion people at one thousandth of cost that
advertising costs to send out image-ridden offers that dont ultimately improve the economy of anywhere –WCB
is an associate of
M3W3.net
the crisis network of metrics, media nd mediation to sustain humanity's rising exponenetials
Wordcitizen.tv micromedia for entrepreneurial revolution nd seconder of yunus invitation to join in mking 2010s youth's most excitimg decade
Summer 2010
Why the decimation of BP brand value 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
Similarly we have been discussing with Volkswagen, giving them ideas about social business, and they are seriously
considering producing a new kind of vehicle for Bangladesh and other countries where the road conditions are extremely poor.
In addition, we want to create a green engine for the vehicle, which will be a multi-purpose engine, so that it’s not
just used for carrying agricultural produce. The idea is that the engine will never sit around doing nothing. You simply pick
it up and it becomes an engine for irrigation, or for producing electricity, or for powering a boat. So it has multiple uses
and we make it affordable for the ordinary people.
Then we approached another company – Adidas – with a proposal, which they were very happy to consider. The
objective that we have defined is that nobody in the world should remain barefooted. To begin with, Adidas would supply its
brand name and produce shoes for less than one dollar, so that everybody can afford them. Adidas would recover its cost and
at the same time people would get shoes.
In the meantime, another company has approached us: Veolia – again a French company, a water company. Together
we created Grameen-Veolia Water Company in Bangladesh. Bangladesh has a serious drinking water problem. In most parts of the
country, the water is highly contaminated by arsenic. Since there is no other water, more than 50 million people in Bangladesh
out of 150 million drink arsenic-contaminated water. Children drink poison every day. What we did through this company was
set up a small water treatment plant in a cluster of villages to produce very high quality water for the villages and sell
it at a very cheap price. People pay the price and get pure water, the company recovers the cost. The price we have fixed
for this water is one penny for four liters so that everybody can afford it
Munich Speech Basically a social business is a non-loss, non-dividend company with a social objective. I have set up many of these
businesses, but some of the recent ones have become more high profile. One is a joint venture with a major company, Danone
of France. Together we created Grameen-Danone Company in Bangladesh as a social business. What does it do? It produces yoghurt.
Danone is a big yoghurt company that makes delicious yoghurt. We wanted to use that for a social purpose. What is the purpose?
There are millions of children in Bangladesh who are malnourished. So we created this company to produce yoghurt. We take
all the micronutrients that are missing in the children and put them in the yoghurt: vitamins, iron, zinc, iodine, everything
they need, and we make the yoghurt very delicious and very cheap, and sell it to poor families at a price they can afford.
And if a child eats two cups of yoghurt a week and continues to do so for eight or nine months, what was formerly a young
life wasting away for lack of nutrition becomes a healthy, robust, playful child. This is the purpose both Danone and Grameen
have agreed on. We also agreed that we will never take any dividend out of this company except to repay whatever investment
we have made. We can take back the investment, but not a penny more, because this is a social-cause-driven company. In
a profit-making company, you ask the CEO: How much money will you make this year? In a social business like this, you ask
the CEO: How many children will you save from malnutrition this year? And next year, how many are you planning to save? Because
these are the corporate profits, defined in terms of the company's social objective.
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.
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