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November 30, 2003

The billion dollar branding question 

The big question uniting Klein of No Logo and Beyond-Branders is: couldnt global branding organisations do more with the world's most expensive communications exercises than spend a billion dollars an ad budget on image-making?

Are there not greater communal exercises uniting the billion people who know and support a global brand than some image-driving emotional proposition of its product form, or in the case of one market-coms industry leading speaker the question he seriously asked his client as most vital of global branding : are you big enough (in term of communications budgets) to paint the world yellow? (Georgetown Global Branding Coloqium 2000)

For example of a better value concept, if your brand unites all the world's youth, isnt there a bigger communal identity to promote than just image-making?

If you dont find this line of questioning useful, there's another. Isnt the primary job of matketers simply: how can we collaborate with consumers better and better? This seems to be the question asked conversationally at and asked procedurally in Alan Mitchell's book The New Bottom Line - 7 ways most companies havent begun to systemise customer value

If that's our big question of marketing, it connects with another : how can this be achieved if a company doesnt collaborate well with its employees? (most companies measurably dont because they charge people as costs to cut even while maintaing the industrial age pretence that a machine is always bookable as an investment). And it connects with another: how can companies collaborate well with consumers if they dont collaborate well with other corporate partners? The time I had lunch with Doc Searls, he mentioned this issue was the biggest trust one that his corporate clients saw cluetrain as giving them permission to ask. Equally at risk conferences, the former head of the UK's CBI has suggested that if circles of companies do not collaborate over at the least the biggest worldiwde responsibility that contextualises their industry, we'll all be toast soon. So it turns out that global communications execrises should not just be cross-examined for their expensive costs and gratifying imagery, but wherever they are most outrageously expensive through lack of responsibility which that company could have taken up the collaboration cause: local communal leadership for worldwide. This makes global branding- and its impact on globalisation leadership and mass media - a fundamental democratic issue- if company leaders won't get it, my question to you is will we as human beings get it in time? even if means boycotting the biggest companies and media and nations until they wake up to realities for the human race as their first responsibility of leadership...
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