Beyond Branding

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Beyond Branding is written by members of The Medinge Group

The Beyond Branding blog

August 11, 2003

Merging Brand & Knowledge Management 

If only these 2 worlds of human relationship understanding could unite, they would pull apart the fringe media topics of advertising and IT platforms

Make no mistake the latter are fringe topics to human beings identifying deep enough purpose (brand/communal identity) to want to work a lifetime at making a specific difference and "learning how to action" (KM) great service, innovation connections or consistent human care. In union Brand & KM make the promise of living systems wholly trustworthy rather than some meaningless numbers game spreadsheeted by MBA kids with little contextual care nor experience of the world's most desperate localities

Late 20th century organisations made a terrifying mistake putting their budgets on brand and KM at the human fringe, aided and abetted by the people-rotting maths of global accountants. Next time you see a global accountant, look them in the eye. Ask how did their witchcraft preach that organisations should not invest in people (always costs), whilst writing up ads and technology as investments?

More on witchcraft- see the OD Salem Meeting
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