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December 25, 2003

Taking Constructs of Branding Beyond - part 1 ESSENCE 

Between the experts at this web, over the last 15 years, we've coined many of the core constructs of living and leading the brand. I thought we could do a series on how we would rewrite each construct with the benefit of beyond's hindsight.

Example : Brand Essence (how I wrote it 1995)

How I'd take Brand Essence Beyond in view of NoLogo criticisms from Naomi Klein - my one conversation with whom was one of my greatest learning experiences

Making Brand Essence more Human

If you are an industry leader, work out the greatest responsibility of your industry to the world or those regions that are most impacted by your industry. What is it that the world is crying out for only your industry could change for the better? Now work out a collaboration knowledge policy which you can openly lead – including competitors if necessary – so that the world will be a better place because of your industry. Pre-empt that in your brand architecture. The reason most companies miss this biggest play of human brand leadership is that it is an analysis that their ad agency has never walked them through, usually because it involves less advertising and more reality making. When it comes to humanitarian creativity, ad agencies may not be the best place to rehearse your leadership essence with.

Incidentally, brand experts should have a common checklist of all the world's greatest responsibility challenges to check industry leadership possibilities against. Help me make a better one or tell us where a better one already is.

Example: Prevent worst sort of money laundering - circulating around international terrorists groups

Prevention will require a leading American Global bank to take the initiative

Required initiative : sponsor an open space event on this problem in New York inviting 500 people including press, CEOs of all other major banks, concerend citizen groups and government. Cost in money is marginal - renting space for 500 people which be the bank's own lobby floor for all I know.

PR results for having taken the lead huge. Chance of resolution depends on whether the open conversation once started among New Yorkers would ever stop - since I believe there to be many smart and humanitarian people in New York, I see no reason to think it would until this issue was turned round, eventually never to afflict humanity again.

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