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Beyond Branding is written by members of The Medinge Group

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November 22, 2003

What is Brand Leadership's most open source methodology 

We would like to partner it, assuming it wanted to help eductate everyone go beyond. One candidate is Chartering a brand's living script which we act as an open source guarantor of. Launched in the early 1990s its basic ideas are simple:
what topics does everyone in a company have a right to converse about in multiplying value?

how does one develop workshops for each topic that can be IQ tested in terms of how well different parts of the organisation know the whole of the company's intangibles/relationships system and whether they are strenghthening or weakening them?

what's the simplest method to update everyone's common knowledge of brand leadership?

Chapters illustrating what we thought were the most important connecting junctions of living a brand in 1995 are here

We seek to revisit every link again to be more inclusive of all intangible perspectives not just the old brander's, more measurable to the extent that system realtionship dynamics can be mathematically, and to include major beyond issues including networks and taking collaborative charge of the biggest world responsibility the company's industry could promote for humanity.

To start with, we'd like to make 4 conversational junctions core to any transparently branded company , and invite both your questions on these and suggestions of other focal junctions to surround the big 4

Two of these junctions are wholly new to brand charterers, namely:
Everything a conversation on Beyond Branding should connect with in a particular company's context and networked futures
Everything to do with Brand Trust and suitable levels of openness/transparency

Two are old:
Essence aka gravity, promise, vision which starts with the question: which staheholders would uniquely miss what if this brand ceased to exist

Brand Architecture: this is the main method brand experts use to assure that partnering strategies are brand aligned for all the stakeholders of both partners.

We have started an EU discussion thread on what is in my view the biggest and most open brand architecture to be built this decade- that of peacemaking to be owned by all humanitarians and for all people starting with the most vulnerable.In other words, when it comes to peacemaking on the world's biggest conflict issues there are clearly many potential partners and the whole human race has many stakeholding rules. We have tried to map four open sources that are making a wonderful start on connecting all this and invite sincere relationships with all transparent parties. You can see more at This is a thread which mixes early EU ideas on social capital and responsibility with those we are now openly mixing in to peacemaking brand architectures. Our friends from India have just made some wonderful slides on Peacemaking Brand Architecture attached. Tell me at if you want our latest communal commentary.
Brand architecture.ppt
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