Beyond Branding

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Beyond Branding is written by members of The Medinge Group

The Beyond Branding blog

August 30, 2003

From seeming to being... 

Back now from Medinge and its towering skies, calm waters, late nights, raucous songs and turbulent, extrovert debates.

The Medinge Group, has now been baptised in schnaps (thankyou Thomas, I think!), and we are of one faith:

"Businesses must become more human - and more humane, or they will fail."

Together, The Medinge Group will explore alternative business models to the present tidal wave of objectivisation and dehumanisation. We will break taboos, and work actively to avert what Francis Fukuyama calls 'Our posthuman future'.

We will do our best to practice what we preach: the rehumanisation of business.

We will nurture businesses, sub-divisions, processes, policies - any human protocols - in which people exchange value with one another, simply, cleanly and openly.

So no more messaging and no more talk of brand perception. Be human. Get real.

Rather than creating idea viruses which will vanish in the ether, find some doing viruses. Find some 'being' viruses. Honesty. Feedback. Acknowledgement.

Forget memes - find yourself some 'bemes' and start spreading that human decency virus. Do what you feel. The rest is silence. #;¬}.
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