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Beyond Branding is written by members of The Medinge Group

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August 11, 2003

The spirit in branding 

How right you are, Tim: Business 1·0 brands are failing and become worthless. The amount of advertising required to sustain them in a consumer's mind is growing almost exponentially. Without doing something authentic—even spiritual—they will continue to sink.
   It's why I advocate analysing spirituality: what is the soul of the organization? That could have more stickiness when it engages both internal teams and external audiences. It's bringing brand control to the level of the individual—the next step in the market orientation path that Narver and Slater set us on in the late 1980s.
   How else can CSR and other lofty concepts be communicated and become part of the organization? Without individual participation, involving consumers just as greatly, then all the trendy concepts are just words that a lot of these Business 1·0 folks will exploit.
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