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Beyond Branding is written by members of The Medinge Group

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January 30, 2006

World Class Brand Network- Open Source Resources 

Writing this intro in 2006:

I now know of World Class Brands as the last of 3 open debating networks that I have been associated with. It started with my 1991 publication of World Class Brands. I believe this was the first whole book on brands but it was also a future transformation book. As my whole professional career has been connected by an obscene fascination (Johny von Neumann's trem for what a mathematician's lifetime compass of revolution should be - his was collaborative computing as we discovered in my dad's biography of this MVP of mathematics and market games) with maps as a way of sharing connections between 2 or more people with big budgets to govern -and all who may get stuck between them -I wanted to start guiding and being guided to how different the leadership of global or corporate brand architecture practices would be from budgeting for a different brand for every country and new product. I had spent the 1980s researching how uneconomic a new brand for every new product had become for the world's largest multinational brand owners. Our database (using one of the earliest database softwares Express) connected almost every major brand owner of the 80s; and my own project work took us to 25 countries. We got to the embarassing stage of predicting that 90% of new product launches couldn't achieve what their whole NPD process had invested in becasue the company wanted double the share that crowded markets would permit, absent of a revolutionary innovation. Embarassing because before we had the databank, we were paid to manage simulated test marlet surveys, but now we knew we didnt even need to do most of them! Our market models were licensed for worldwide use outside of USA from an MIT professor.

By 1996, I now had many years of experience in how numbers spreadsheeting - learnt at one of the master of such onbfuscation of markets' voices - Coopers & Lybrand - and had taken ove true customer research. So I needed a second book Brand Chartering if any networks were to grow round brand scripts connecting learning organisation and living system. This genre proved to be quite challenging requiring as it did that both the ad agency and the leadership teams connected with all disciplines in the way they communicated service of the brand and vision for their sector's future. The world class brand trilogy has been completed by various co-authored books, one of which is Beyond-Branding.

I still use WCBN in my email but in other respects the network has branched through about 15 names. Before we called ourselves BB or Medinge , we were Chief Brand Officer Association or Brand Chartering or Marketing Electornic Learning NETwork - the latter being how I pasted up the 1996 book Brand Chartering on a web, so I could discuss almost any quiz and answer section of the book with almost any discipline. That worked well until the 3 Bradford Business School professors (including the school's head from whom I learnt about the risks of system theory) who had supported the MELNET web all left, and the web was melted over night by a new brigade

The Second Network circles I populate -let's call it DoD for "Death of Distance" - began back in 1984 (when my father from The Economist and I co-authored a future history book timelining the s altterantive states -very goodwilled or very badwwiled) of the world to 20204) or 1973 (when i worked for 3 years as a development officer in the UK's national development programme for computer assietd learning). The book was on networking economics and the societal chalenge of transparently connecting 2 million global villages before rivalries between nations or superpowerful specualtors blew us up. Neither fanciful if you understand living systems theiry nor if you understand one defintion of networks as systems*systemes, nor fanciful if you know that my father listened to leaders from more big countries or big corporations between 1950-1980s than just about anyone -including a group who wanted secnarios scripted for the 3rd world war - another one of the future histories my dad helped to wordsmith as well as map how to prevent). DOD newswires keep you up to date with personally interesting stuff such as:
-how to use email to find your best mentors through life & help others likewise
-how to correspond for a global vilage, city or country by co-editing a timeless blog format
-how we need to chnage the curriculum the world ove for 9-13 year old girls including my American daugther
-what the 2 biggest innovation challenges of 2006 in my world are - and how to play a game of snap in case you and one of my big 2 connects (the future of the world's public media sector and the future of photosynthetic energy which we have been scripting since 1984 and keeping an ey out fro who will brang it to worldiwde market safely in time -including unlucky first attempts -Kuwait was just investing in it when saddam started the first gulf war! - how time warps futures!) . Of course I am interested in surveying everyone's biggest 2 - mail me at if you are

The third network circles I now need to populate are celebrating their 30th birthday in 1976, which was the year my dad's survey launched Entrepreneurial Revolution in The Economist. This network gives us permission to chnage economics: the main chore of 2005-2010 as predicted by network 2 and our 1984 book's summary here. In my next post in this section I will turn to an opening brief on what is 1-2-3 Entrepreneurial, Revolution, Brand Leadership. By open brief, I mean something that is 90% on target but need iteratively re-editing with you if you have a context which you passioately want to aplly these 3 terms to in oredr to see the future of your context clearly enough to faciliate goodwilled leadership decsions as well hi-trust productive and demanding relationshiops all around it.
The Future History of Sustainability -an endgame's last 4 Quarters

dedication: to my father in his 65th year of freelance journalism, 40 of which were also known as deputy editing The Economist.

Here are a few bookmarks if you want a quick start in our game of everyone's a participant in the future's sustainability : For nearly 200 years of exploring (Entrepreneurial Revolution) ER - see and

The E-word (Entrepreneur) was coined in France to web-log whether egalite and fraternite were proving more sustainable for all the peoples than guillotined kings. In other words the E-word does not just apply to individuals but whether the whole of society or the world it trades it is sustaining human progress for all. Many open space futurists believe that without the transparency of the E-word its monetary partner becomes the dismal science of CONomics not the abundant value multiplying one that Scottish Economists have truly been interested in journalising


Imagine an american team sports game or world entrepreneurial series but this time:

the quarters of the last two centuries involve navigating what 50-year generations exponentially compound around goodwill, and the main investment focus of economics for each next generation is the purposeful game of: how to make worldwide poverty and wars history by mapping newly productive revolutions that any human being can join in as long as they behave transparently (respecting the golden rule of relationship reciprocity as what economic sustainability needs to entrepreneurially and openly systemise)
Imagine too that each quarter of the game of human sustainability starts at these datemarks
--- what scripts on the future might you play out as a social entrepreneur? (eg 1 dray1 abed1 asin1 omi1) or change the world's 1 2 omi1 systems revolutionary?

for example:1985: service economy is already taking over from machine age economy in any places compounding the most future wealth; this economics advantage is about to square with the coming of the knowledge co-workers' www -the greatest communcations revolution ever known dwarfing the invention of tv or printing press and waving through one singular generation of humanity whose engame needs refereeing by whatever are the compound global village truths of entrepreneurial sustainability of the globe and its 7 billion peoples, and whose tipping point deadlines need to be measured by the Biggest Hairy Audacious Goals (BHAG) any child can dream of; it is vital to focus on letting no place on the globe become digitally divided; the goal of this next half century most be to make poverty and wars between nations histories otherwise we will end the human race with microwar's terrorism instead of microfinancing global village network sustainability

for example 1885: the next 50 years will see the greatest innovations coming out of the USA which will scale systems and markets around electricity, telex, radio, highways of proportions quite unimaginable in other parts of the world especially the over-divided Europe which has more divided national boundaries than the US has states , and has the most hierarchical Empire in the history of the world (the male English empire) coming to terms with its own impotence while its political leaders are still incentivised to divide up world territories in ways that temporarily satisfy whichever pressure groups shout loudest

You don't have to agree with either of those ; the question the game demands you set in motion is :take one of the 4 periods; write a one-paragraph guided tour of its next 50 years world entrepreneurial revolution; provide some googles to people etc who were writing about that at your nominated time or to the period's greatest innovators of human productivity (who practise & revolutionise something that matches your future-guiding role jargon searches on systemic constructs:

Collins' BHAG

Change the World

Transparency International

Transformation Sustainability Open

goodwill wars networks  
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