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Beyond Branding is written by members of The Medinge Group

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November 30, 2003

Intangibles Valuation Dynamics Triangle 

For nearly 10 years now the alumni of beyond-branding have been trying to narrow the gaps between the 3 corners of the intangible valuation dynamics triangle: outside, inside, leading

The outside is how a brand relates to those outside the organisation who pay for it, this is NOT just mass media communicating at them but learning from their greatest needs, and actioning services that meet them. It must also respect the greatest needs anywhere in the world which that industry could promote its part in healing.

The inside is how people increasingly self-organise knowledge around those external stakeholder demands, the company's competence and their individual capabilities as humans who enjoy making a difference

The lead is the core gravity (expressed in investments, walking unique purpose, prioritising context-specific metrics which confirm how deeply the organisation cares, which is also the best way of being change adaptible)

All this is difficult to transform all in one go even though it is where all value multiplication of service and knowledge economies must go because:

  • it needs interdisciplinary cooperation in which most people give up the most expensive part of their profession's controls: marketers no longer need billion dollar global ad budgets, if an organisation truly knows its unique purpose then everyone will market its value multiplication

  • Leaders must incorporate a second type of governbance (across the 'sound barrier' of transactional numbers) that measurably infuses trust all across the realtionship system and openly detects relationships conflicts so they are resolved before ths system compounds them either over time or across other organisation's systems

  • the new intangible metrics system needs to interface with all sorts of new human facilitation methods that make the most of investing in people

  • I'm not very good at drawing the connections you need to draw- so why dont you draw your own organsiational map and let's see if there is a whole correspondence between the two
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