December 01, 2005
We're starting an experiment in India, which I would be delighted to replicate in any country that an author is bring out a new book on brand.
The idea is that valuation is at a crossroads. So if the book has covered everything else that a brand needs to connect through, why not develop a blog that refers to bits of the book the national author wants to launch with , and connect this with the revolution in valuation
The India blog is http://brandsindia.blogspot.com
and here's an extract on the revolutionary twist to brand valuation which can be very newsworthy!
We are at a crossroads in the valuation of purposeful brand relationships, trust-flow and intangibles of knowledge work, transparency and sustainability. Unseen Wealth researchers (2000, Washington DC) have found that up to 90% of future value is compounding up or down in ways that are neither measured or governed by.
In this weblog, Indian and international brand experts will discuss cases of interest globally and from an Indian Perspective. The new valuation is all about how conflict-free (upward future exponential) or conflicted (downward future) is your total investment in the brand system. Component conflicts to debate any brand's future around include:
-are there conflicts in serving the brand's essence/promises to different stakeholders and investing in people's learning of core competences? if so unique purpose will be eroded, and passion/pride in the brand will be deflated
-are any of your network partners conflicted in ways that may erode transparency of you sector or local impacts on society? (Some brands have lost all their bvalue becasue of what a networked parner did.)
-mapping back future environmental and other changes- is your brand's sustainability win-winning with what societies want to sustain or in conflict?- does this vary locally and globally?
chris macrae, email@example.com permalink
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