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Beyond Branding is written by members of The Medinge Group

The Beyond Branding blog

September 26, 2003

The Unsustainable Country 

Real Cool is Ben Cohen - how Unilever must love his spankbush web, brought to you by the co-founder of Ben & Jerry's

America does and communicates three things differently and with superpower which unfortunately no human being in the rest of the world wants:

-Guzzling oil (because of less oil taxes, the whole economy is addicted to oil guzzling in a way that no other large country is or could sustain)

-Glorifying violence (guns, arms, holywood and tv genre) and propogating other undesirable imagery in a way that real people trying humanitarianly to get on living with each other surely abhor

-Endebting the poor world in a process and leadership policy which goes under such monkey names of free trade and world progress

All of this would matter much less if the rest of the world wasnt under some mistaken impression (look at whose text books are taught, or the policies world leaders bow to in the full glare of the world's biggest business media) that American marketing is world class. Its actually very local in its own shrink-making anxieties and anchored on one of the 20th century's most backward platforms for leadership communications : the advertising spot

Just imagine if corporate leaders tried using any other mode of communications - eg real people dialogues in real places: see for dialogues the world's crying out to be humanely sponsored - how different would be the global brands and the behaviours they condition not just in customers but in top managers and the'markets'. Without the advertising spot nobody caring about Transparent Corporate Responsibility would have tolerated finding that a top ranked citizen was Enron, almost until the very day that human-poisoning empire imploded. Nobody would have tolerated the big 5 measurements companies mathematical measurement monopoly that is based on the devaluing human being assumption - people are costs (to cut) machines are investments.

From next week on, we seek in this space, to help anyone animate a dialogue on what values they really value most wherever leaders are seeking to commune and systemise human relationships. If global advertising agencies don't want to join in open humanitarian debate, then bully for them
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