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Beyond Branding is written by members of The Medinge Group

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November 08, 2005

Today's revolution, yesterday's common sense future 

Another influx post suggested inside-out marketing (one aspect of living the brand) is a revolutionary new idea. I felt like responding....

What's odd is that looking inside out is not a revolutionary way to value marketing - it has been championed by Drucker as the main way marketers multiply value and innovate since 1956 (Practice of Management). It takes on ever greater vitality if you believe in my father's entrepreneurial revolutions or Drucker's knowledge worker future.
By the 1990s chartering processes -aimed at living the brand inside out - unearthed a most uncomfortable fact. Many of the world's largest brands were issuing conflicting promises to different stakeholders. We now know this is because accountants got brand valuation wholly wrong as they did with all intangibles (Brookings Unseen Wealth 2000).

So before marketers can do the valuable inside-out job of reality-making we need to open source a revolution in human relations accountancy that maps the organisational system: as productive and demanding relationships spinning around Unique Organising Purpose. The maths is simple if your leaders are ready for the transparency of knowledge flows that value multiply for all sides. Sustaining your greatest purpose compounds huge profits over time as 200 people led by CEOs from GE & Corporate University originator of SW Airlines & Fast Company editor etc discussed last month in DC - see
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