BRANDING- Value for People? Chris Macrae, Kiev, 16 Nov After 28 years working with brands, why branding matters to me: Brand Leadership is hugely powerful force most expensive communications exercise, largest connector of intangibles- majority of networked or knowledge economies BUT…

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

BRANDING- Value for People? After 28 years working with brands, why branding matters to me: Hugely powerful force most expensive communications exercise, largest connector of intangibles- majority of networked or knowledge economies but most global ones are governed by boardrooms as NoLOGOS! & through false brand valuation maths (witness Andersen!) Nologos are extracting money for few not multiplying it for all; as systems they are compounding conflicts; and ruining networked age of globalisation… Let’s look at some brands that helped to build nations before short-term spreadsheeting consultants took over

Let’s look at some brands that help to build nations before short-term spreadsheeting took over Charter Brands so that brands don’t just make promises, let’s openly involve all employees in living scripts and in earning Brand Trust OPEN METHODOLOGY: 9 connecting multipliers of value

Brand Leader’s Essential Idea Let’s Refresh/Nourish/Uplift a Nation and all its workers

Essence ID System Market’s Future & History MasterBrief Quality&Value Extends Brand Architecture Brand Flows Knowledge Drama of Leadership Charter living script Refresh a nation

Brand Leader’s Essential Idea Let’s Refresh/Nourish/Uplift a Nation and all its workers Cheer-leadered the nation through: Prohibition – world’s most fashionable bottle Great Depression: Factory worker’s pause to refresh- vending machines World War 2- GI’s Mascot cure extreme fatigue Exiting Vietnam- I’d like to teach te world to sing

Essence ID System Market’s Future & History MasterBrief Quality&Value Extends Brand Architecture Brand Flows Knowledge Drama of Leadership Charter living script Refresh a nation Cheerleader from prohibition to vietnam

Essence ID System Market’s Future & History MasterBrief Quality&Value Extends Brand Architecture Brand Flows Knowledge Drama of Leadership Charter living script; Coca-Cola &USA Refresh a nation Cheerleader from prohibition to vietnam Designer Bottle Red Dressed Santa Claus Pop song: like to buy the world a coke Worker’s right to break Design People Plays Newsmaking Ads Cheers at so many Nation-building highs & lows COKE & USA

Much more briefly two more examples of brands whose essence developed societies 1 SONY Founder’s vision: IF People could come with a firm sense of teamwork, & exercise to their heart’s desire their tech. capability THEN such an organisation would bring untold pleasure & untold benefits

Essence ID System Market’s Future & History MasterBrief Quality&Value Extends Brand Architecture Brand Flows Knowledge Drama of Leadership Charter living script: SONY Technological passion Japan wins at micro-electronics Morita ambassador Japan Inc Collaborates to be world class Takes quality lead Many of market’s Innovation firsts Show Offices Street theatre of first Walkman couples First Japanese company To transfer to ‘English’ name : SONY

Essence ID System Market’s Future & History MasterBrief Quality&Value Extends Brand Architecture Brand Flows Knowledge Drama of Leadership Charter living script: Lux see book Cheerleader from local inequality to self-belief Bring joy and self-confidence to women in developing countries Trade and countries welcomed all of fmcg company because of Lux Everyday affordable category

So what can all of us do with branding? 5 Very rough ideas – want to listen to your better ones!! 1 Translate brand chartering book locally 2 Educate 12 year olds as next generation consumers to choose organisations which have brand leaders who value people

So what can all of us do with branding? 5 Very rough ideas – want to listen to your better ones Translate brand chartering book locally Educate 12 year olds as next generation consumers to choose organisations which have brand leaders who value people 3 Start nominating some of the region’s greatest value for the people brands- I’ll nominate Ukraine Youth folk group! Parallel contest at medinge.org 4 Help with University of Stars 5 my last slide before ask for your ideas: Its 5 years work on architecture of the world’s biggest ever brand to be open, humanitarian for every race

MY PROBONO networking PROJECT For next 5 years An unusual case study –peacemaking brand architecture Collapsingworld.org Nobel Laureates & Networks of Charities Big People Networks Youth Women HIV … University of the Stars Responsible Heroes practiceofpeace.com: Alumni from open spaces Big 50 Human Issues Your ideas!