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Beyond Branding is written by members of The Medinge Group

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April 26, 2004

Save the Brand
article suggests 2/3 of americans feel abused by advertising

This may be a good time to reiterate the main thrust of this cooperative. For 15 years, many of us have opposed brand valuation as little more than a number dreamed up be 2 professions addicted to their powers: accountants and ad agents. Thus there are 2 kinds of worldwide brand experts: those who believe brand begins and ends with billions of ad and communications budget. Those who believe brand is a system connecting hundreds of ways in which an organisation behaves, of which its image messaging is one of the least, because over time the most this can do is amplify the speed at which your goodwill or badwill spins. There is no more deeply connected group of type 2 experts on brand as systems of true relationship connections. We are also the open source of the maths of how intangible systems value multiply and truly make the Future Measurable (this is mappable because a system is already compounding what's been stored up by its investements and relationships)

The space for reality-branding is now so huge that there isn't a market leader in the world of type 1 branding that isnt there for dethroning. Before your grand disappears like a cheshire cat with SARS, talk to us, if you want to save the brand and your identity and your permissions to innovate, and enjoy making the world a more human place. chris
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