I published the first in a library of marketing revolution books in 1991 called World Class Brands. Different brands need different league tables for their economic and social impacts to compound transparently if sustained progress of the human lot is to be our outcome. A revolutionarly league of brands that has emerges since 1991 as most vital for 6 billion people to be aware of is the No Cost Global Brand. This should be focused on life critical missions where public broadcasters sjould be propagating truth news of the brand for free. The brand's equity should either be owned by the whole human race, or those for whom it has life or death consequences for locally. Whichever you choose it requires collaboration entrepreneurship flows beyond the nations borders that the 20th Century erected. These have all but shredded truth when it comes to sustainability's tipping points which anyone alive to travel through the globalisation warp of 2005-2015 needs to wholly collaborate around, as well as communicate transparently. Professional People always tend to be scared of the next 7 years' biggest challenges- so I have dug out how we wrote up to this challenge to Brand experts in 1999, and my 1991 book World Class Brands still remainders in the Amazon!
**********
I dug out an editorial I wrote for a triple issue of the journal of marketing management (1999) which I guest edited, it shows I fear how little marketers are able to progress when boxed in as a function rather than helping to -systematically map and transparently communalise the flow
My own conclusion supports that of founder of Transparency Intl, Peter Eigen. We'll never get a better opportunity to wave transparency around the world than with the recognition that it is time to step back and recheck every aspect of globalization. If Nick Stern's call to wholly reinvest 1% of economies to save 20% appies to the market failure of climate; why not to such other connecting market failures as ending systemised poverty, ending ever increasing spends on national taxpayers money in arms, finding a way to make healtcare affordable. Unlike Sir Nick, I believe the good news is these are not really taxes at all; once you invest in them they take you into above zero sum economies that more than return the investment. But none of these tipping point opportunities can be invested successfully without a systematically higher order of transparency -locally to globally - and a restoration of marketing's or markets' core role in planting communications that connect round Entrepreneurial Truth
-----------EDITORIAL-------------
When, back in the 1950s, Peter Drucker said that marketing and innovation add value, everything else in an organisation adds costs, his context was that of marketing being integrated into everyone’s job. Forty years deviation from this ideal - at least in many Western companies - raises the question whether today’s marketers are up to the master-integration job. Ironically, if they understood that the emerging power of intranets depends on editing web’s of knowhow to communicate so simply that any function can understand marketing’s Promise, then marketing leaders might surprise themselves at how much of their common sense is needed to really drive value creation- organisation-wide and organisation-deep. By enabling every section of employees to question and answer the brand promise, through learning organisation approaches to branding - eg Brand Chartering (Macrae 1996) - every employee’s understanding of the promise of the brand lifestyle can be developed through all levels of involvement from awareness to passionate commitment.
(...)
Drucker later wrote : "Increasingly what motivates people is a marketing job. What motivates - especially knowledge workers - is less about the paycheck; it is about a shared challenge. Needing to know an organisation’s mission and believing in it. ...The only competitive advantage developed countries can hope for is the productivity of their knowledge workers. Yet this is still abysmally low - unimproved in 100 years - for the simple reason that nobody has worked at improving this productivity. All our work on productivity has been on the productivity of the manual worker. "
Dave Allen (1999), CEO of Enterprise IG, reminds us of the various ways in which 2-way communications could work so that a company learns as much about the wants of people who relate to the company as it knows about what it -the company - wants. "
"Intuitively, we all know that relationships build value when they continuously exchange something that both sides couldn’t get without the other. Whilst we talk about this in concepts like image, identity, experience, value, learning etc, few companies have really stood back and asked how to redesign processes to leverage the main differences between the 20th century’s one way corporate communications processes, and new two way processes. For example, how many customer complaints processes do you as a customer know of which reward you when you fill a gap in the company’s competence to promise?
(...)
Yet, the knowledge-age service company will build even more value if it can design its core activities around both of these exchanges and the interaction between what more can employees give and take from customers.
(...)
When you look at the brand architectures that many 20th century companies have invested in, they are not conducive to taking advantage of all - or even the majority of - the trends of globalisation, digitalisation and networks. Often brand architectures are hangovers from times when the powers of brand operators included cheap media, national audience reach, uncrowded markets, consumers whose national segmentations and geographic distances from each other separated them from knowing what was the world’s best quality and value. The good news for humankind is that such consumer ignorance is disappearing at the speed associated with electronic networks. The bad news is that many over-powerful organisations are reacting defensively. In the short-term, consumers will be propositioned with the worst of both worlds of mass one- way communications and two-way dialogue, before we can all discover what the best of both worlds should be. Just look how few brand web sites today really encourage browsers to talk back to their creators.
(...)
I believe I speak for all the writers in this journal when I say we are acutely conscious that there is a lot of work to be done to get from where we are today to where the brand and the communications industry need to be if branding is actually to earn the right of being a company’s most valuable interactive asset. In reality, this can only happen when CEOs realise that the total system of marketing learning organisation - in its markets, its employees’ passions and in the pride in its focused knowledge systems - calls on all the talents of grown up communications professionals. To make all the promising connections, to integrate so that the whole has integrity in every loyal relationship it seeks, to design places and mental spaces where productivity grows, and to sustain value added by the human drive to learn.
This is editorial I wrote as guest editor of a triple special issue of Journal of Marketing Management on brands with Employee Brand Reality, Jan-April 1999
ps incidentally: this journal's one advantage for me was that I did a mini-lecture tour of it including talks at Harvard and Dartmouth- I was told however this was a subject that flew in the face of what researchers were likely to get funds for. As a practitioner, I never did find out why that was...
---------------------
007 update on Transparency of Zero-Cost Global Branding on What missions matter most
March 007 - this is example of the most urgent correspondence I can engage in
Dear Peter ZERO COST FOR BRAND ARCHITECTURE OF SAVE AFRICA FROM MALARIA NETWORKS
Regarding your clinton question - I dont know. I think its worth a phone call trying 2 gambits on them - 1) Clinton's wish does ask for expert help, and your network know grassroots africa if they need help on malaria in Rwanda; 2) while Clinton's big meet is in September his web site says something about a semi-annual meet in April ; it might just be this is the planners non-news get-together
I have no contact with Clinton apart from being on their generic mailing lists. However I am preparing a letter for his office . I am writing a book on the 200 collaboration entrepreneur guides the world should most trust in 2008. And while at least a third of those will be chosen by ordinary people, I am asking the big name networks to choose the others. I want to send this to Clinton and to my dad's friend Mary Robinson http://www.eginitiative.org - my number 1 new york heroine
I guess my strategy with the likes of Clinton's network is to just say I am always here (24 years actually http://www.normanmacrae.com/netfuture.html ) exploring: asking the ordinary person's practical connections questions ... I don't know if your malaria strategy can wait the same way mine can. In the 17 years since I wrote world class brands, we have learnt that Timing is everything in staging revolts against global brands
Another angle, we could convene one hour collaboration cafes in New York asking how do passionately concerned citizens actually connect with eg Clinton GI or with ted-global. Do they have a monthly surgery where New Yorkers can be triaged in case they have a collaboration idea? Oddly its the same question in DC - how do passionate people across DC collaborate with the city's number 1 hub for world good leveraging their knowhow not just donating money.
Within 12 months I expect citizens out of London such as Tav and Sofia will have struck back with the idea of a confederation of city to city hubs. On climate 12 months is all citizens have left if they expect to keep the market debate open on how 1% of national economies is reinvested in sustainability. http://passports.jp Surfing tipping points is something I have only ever seen 2 global brand leaders accomplish in 25 years of modelling studies of communications halo effects. They are so nearly always led astray from their founding action learning purpose by their ad agents or their accountants- the 2 professions least capable of facilitating change it is possible to imagine. One because their maths measures history not the future; the other because with tv's 20 second war of attention on your mind they have come to believe that truth is the last job an ad spot needs to care about. I have worked at or with almost all the largest ad agencies in the west - They are scary places if you share the hi-trust entrepreneurial system view that communal truth is where sustainability openly begins and openly ends each cycle along the compound exponentials of lifetime integrity
Hubs are where citizens permanently raise questions about projects that could be done. Imagine the potential project being a tour you could go and look at; why should the future's humanitarian projects be as exciting to tour as historic site. As a network once formed hubs will be more relevant for worldwide circulation of knowhow than any singular social-good organisation or media platform because their aim is to collaborate with all who cares most out of each city. They know how to host open space meetings and link all citizen networks that have ever branched through the city. They do not separately box separate relationship building academics and practitioners, students from workers, one race or place's origin against another in ways that many NGOs and philanthropists do. Hubs love flow like nature, and the way transparency's great Scottish economists defined freedom of speeches and entrepreneurial truth markets to do. http://top10s.tv/_wsn/page3.html
If putting on one or more conversations of that sort made sense, I would be happy to host them in New York some time in the next few weeks. The organisation www.idealist.org also NY based has started a parallel conversation
Our world citizen mapmaking networks' value, such as it is, is like a stalking horse. Not having any Africa or Charity status of my own, I can just try and ask cheeky questions, and map how answers connect. Of course how to do that most re-constructively with American supersize egos is a guessing game? But as a global branding experienced person, I feel strongly that in the next 5 week's run up to American Idol giving back to Africa, its best I try and explore any way of seeding a media reality revolution I can
cheers
chris
ps lost media transparency - up to 98% of cost of everything
this email exchnage with folk interested in grassroots solutions to some of Africa health's most urgent problems illustrates why there will be no systemic progress in global transparency without transforming media transparency
if you do not see why but want to debate the topic, I am at chris.macrae @yahoo.co.uk
Peter - sounds great. I have applied to go. I love Prahalad's work though I sometimes feel he needs to be bridged between academia and practice entrepreneurs.When Competing for the Future was current in 1994, I proposed to his co-author Gary Hamel that practitioners needed to present brand architectures as a collaboration/partnering frame for leadership to map/see the open-flow connections between organisations in search of deepest service/intrapreneurial passions. Unfortunately Coopers and Lybrand, whose phone I was using to talk to Gary, were not very pleased with the idea. (Nor 4 years later were Andersen when valuetrue multiplier models were shown to them of how worthless they were making their global brand)
As a reformed global branding expert interested in media transparency, I buy CK's "sandbox" idea that many global organisations could simplify their branding they use for rich citizens to offer a basic service to rurals at one fiftieth of the cost (no loss of quality other than meaningless image-laden excess of choices and a society-wide commitment to a trust contract that like Microcredit says neither side will use lawyers in trying our best as service providers and communal customers). I assume its not particularly surprising to us that many of the earliest 50 times better value cases identified by Bottom of Pyramid Alumni turn out to be in health areas
If you need more references to CK's sandbox or BOP ideas than appear at http://worldeconomist.net, please say. In so doing they could find Unseen Wealth's last exit of reforming their globalisation systems wherever these are currently measured tocompound of externalities - profiting from putting the weakest or most ignorant at risk of what theitr industry sector specialises in knowing most about)
(Basically while truth media experts now know that over 50% of the cost of everything in global markets is liable to be wasted on media and channels, the idea that media*law already wastes 98% of everything on life critical markets shows how near the end of sustainability loss of empowerment & truth systems of entrepreneurship have reached)
Tell me if you are coming - perhaps we could host a collaboration cafe immediately afterwards so that anyone in Washington interested in how grassroots colaboration entrepreneurs can end malaria can make a connection
previously
The World Resources Institute and the International Finance
Corporation cordially invite you to the presentation of the report:
The Next 4 Billion:
Market Size & Business Strategy at the Base of the Pyramid
Discussions of base of the pyramid (BOP) markets have relied
principally on business case studies and rough estimates of market
size. WRI, with the cooperation of the International Finance
Corporation, has leveraged unique access to national household surveys
for the purpose of understanding low-income communities as sources of
entrepreneurship and as potential markets. Drawing on income data
from 110 countries and standardized expenditure data from 36 countries
across the globe, the report is an important first look at the market
opportunity represented by four billion individuals who make up the
BOP. This briefing on the report and the follow-on discussion of
business strategy and market research will be the first public review
of the report and its data.
Date and time: Monday, March 19, 2007 at 11:00 a.m.
Location: International Finance Corporation Auditorium
2121 Pennsylvania Avenue, NW
Washington DC, 20433
Featuring: C.K. Prahalad, Paul and Ruth McCracken
Distinguished University Professor of Corporate Strategy, Stephen M.
Ross School of Business, University of Michigan
I would like to end with a question
- if we people networks are to collaborate in maintaining a league table of top 10 bookmarks on systematically ending corruption locally and globally, how many nominations to the top 10 can you make now?
I think of brands as gigantic dynamic jigsaw puzzles
Think about it : what value do communications elements have if they do not truthfully connect communities across time, leading how we develop, make human progress?
Moreover the first pattern rules of a communications network is that is never the sum of its parts, always more or less depending on how energetically it flows
So when you identify all the key elements of a brand (and incidentally even a nation is a brand as far as its identity goes) - way beyond just its logos and ads but what promises its leaders make, what the vision and competences of the company are, what its entrepreneurial system attracts in terms of productive and demanding sources
the big question is where pieces do not connect the whole truth , and why, and what reconciliation is possible?
there can be quite innocent explanations for brand transparency leaks:
2 different creative people excecuted stuff at different times with different briefs
entrepreneurial innovation involves daring to learn from temporary failures and relenlessly keeping at it
2 different expert departments did not understand each other well enough to deliver a custoer service, particularly in an unexpected but still vital area to the customer
the company's past expertise and future ones are chamging as is the environment but the road-map hasn't quite caught up especially as some brands need to inform tens of thousnands of employees and potential a third of the world of customers where change takes place
but then we start to get to less and less transparent reasons:
the cost of the commun ications of the brand is the largest single component of the whole thing -something that has been hapepning to many brands that became over-addicted to tv ads whose cost has gone up expomentially in many countries
promises are being made to 2 different groups of people and the company hasn't worked out a way in which both promises can be kept in every practical circumstance
a promise is being made to a group which is pure image and has no reality whatsoever
a promise is being made to mislead because if people knew the future truth of what are industry is compunding on the world they would stop interacting with us or call for lawyers or demand huge new investments in change which would dent our profitability for a few years
a promise is being made which we know will put some people's lives at risk or prevent them from developing on the other side of the world but which we have outsourced in a way that no liability will come back to us
The interesting thing about a brand is its communications are by definitions visible. The reasons why there are disconnects of course need investigating. Often times you will find that 2 different parts of the organsiation have diferent explanations. However at the end of the day -now we have the internet - if enough of you know how charter a brand , all its communities can help to discover whether its 100% sustainable and transparent; got problems that need fixing; or is a system that is falling apart and needs to be handled in such a way that the most innocent parties suffer the least from the death of teh system and the waves it map link through networks it was connected to
As promised in our entry, we would love to encourage debate where you see the tipping points of Truth's Deadly Sins. Our collaboration foci need to scale and multiply yours if world citizens are to reverse globalisation 7 inconvenient truth's in time including Transparency's Top 3 :
top people not loving truth as much as money,
media controlling and addicting rather empowering the masses
learning failing to empower questioning change naturally and failing to unite cross-cultural respect as well as joyously productive local integration of every community into global
to open up debate, we score the tipping points thus:
*Climate began in 06 with Gore & Stern & Branson
*Poverty began with Nobel recognition of Yunus in 06
*Health & other boundary network risks are not resolved but have an epicentre of energy in google.org's brilliant
*Just as we were writing this media's tipping point opened up at the bridge between American Idol and AfricanIdol
*Learning & Peace are nowhere near tipping points though solution vectors are clear
*Top people's valuation of sustainability investment can be changed by open sourcing this project, but will it be
If your most hi-trust leaders of all time include gandhi or mandela, then I suggest this is because they systemised Gandhi's lifelong maxim - knowledge is that which liberates us-
if you look back through history of empires going wrong you can see that brain washing colonial childrens with unusable education was one of the great mortal sins; my mothers' family line were in the British Raj - so can testify to that
Education is becoming as hot a tipping point debate in 007 as climate in 006 and dumbing-down wars in 005. Here is a mail I am sending out to folk who might want to transparently question this empowerment revolution's future. If it makes sense to you, and is worth relaying please do. contact point chris macrae email info @worldcitizen.tv us tel 301 881 1655
***
Along with some social and sustainability entrepreneurs I am within 3 weeks of publishing a small travel guide to everything we most want to question about education. For example, leading advisers to our publication are the Gandhi family at the world's largest school http://www.cmseducation.org/ and their daughters alumni of the school are economists one at Oxford University and who has just completed a 10 year stint at the world bank where she was one of Wolfensohn's top 10 young women to link around
City Montessori has 50 years and 30000 students per year experience. They help us map how empowerment education of the sort that Montessori, Gandhi and my father who deputy edited The Economist for 4 decades wish to see flowing worldwide;
(includes entrepreneurial revolution trilogy and original Death of Distance change www debating materials published in The Economist 1976-1984)
I have a ten year old daughter currently going through the catholic education system in the Bethesda region ; I am appalled at how out of date the content is when it comes to empowerment and cross-cultural integration with the world; my father and I are in our 24th year of a mission to make sure that what content we wash our childrens brains with changes sustainably...
Our travel guide would be happy to carry a no cost ad to your publication -and how concerned parents, youth and people around the world can interact with it - if you know exactly where a permanent bookmark to it will be
Following through a extra-network delegate role I volunteered for www.simpol.org during the UK's Make Poverty History year of 2005 (web collaborators comic relief), our London, Oxbridge, Scottish and Irish networks have been helping us connect transparent maps to many deep African links with future education wishes... education is also a number 1 theme of the Clinton Global Initiative this year so one would hope that your flow matches with theirs.. if Mandela and Gandhi rank amount the most hi-trust leaders to web humanity's most valuable purpose, they do as educational architects of the big picture truths starting with Gandhi's lifelong maxim: knowledge is that which liberates us.
My grandad (maternal) was a repentant judge in the British Raj - complicit in imprisoning Gandhi in the 1920s, editor of the legalese that Mountbatten and Gandhi negotiated for India's Independence. So educational truth matters in whatever I can help explore.
should the spirit of this mail blend with your purpose, please feel free to relay it; clearly any mistakes in curiosity are mine alone, but the questions (action learnings) the world now needs to ask of education are unprecedented and a huge opportunity to cross-culturally unite; and as just one example if climate is reaching a tipping point so is education
if Mandela & Gandhi rank top of hi-trust leaders, reason is they lived Gandhi's truth motto: knowledge is that which liberates us
I would be interested in hearing YOUR VIEWS apart from corruption and war themselves, which social and communal crises are the least transparent???
I had assumed water and climate (clean energy, water, food) were very non-transparent issues because of their misinformation, and how often governments have sol out their societoes long-term sustainability to short-term coporateers
However, as a direct response to thsi competition entry I have learnt that malaria is up there as the worst of crimes non-transparency commits- killing off a child every 30 seconds
we are collecting 10 of transparency crises' most shameful videos at http://simonsays.jp - do help search if you can
A basic loss of transparency is caused by what the rich world's media never truly covers -which videos do changemakers and world citizens most need to network until we know of the same human truths, from which we can discuss what most urgently to do
This changemakers competition should pull no punches on how corruption kills off the potential for most social entrepreneur franchises to fly everywhere they could do good
If no other space is being used to catalogue the world's biggest published corruptions- please feel free to do so here
example: Global Fund Scandal a Lesson
Editorial | 12 Mar 2007 http://allafrica.com/stories/200703121492.html
New Vision That Uganda has been blacklisted by the Global Fund is a blow to the
country. As a result, $16m in funds are being lost: $14.7m for malaria and $1.1m for
tuberculosis.
The mismanagement of the Global Fund money has been sufficiently exposed by the
Judicial Commission of Inquiry. The Ogoola report was a brilliant but sad document of
humanitarian aid being squandered and diverted for personal gain.
However, terminating the grants after phase 1 of the project is unfair for two reasons.
Firstly, it is punishing the wrong people. Malaria in Uganda is claiming 320 lives per
day,...
Suppose we live in a world where we don't know the truth about 90% of the world's biggest system disasters? What action can we communally take to change faulty systems if we have no open way of browsing through failure lessons.
I first got very worried by this lost transparency issue when a business school professor and engineer showed me a paper in the early 1990s. He had reanalysed over 100 industrial and transport disasters through his lifetime experience. His conclusion over 90% did not come to the whole system truth of what went wrong. There were various reasons, one of which I find the most badwilled of all. Insurance companies and lawyers like to settle behind the scenes on condition that the truth is never revealed - because if it was leaders might be found to be criminally liable or trust in companies or governments might be bankrupted. Not only is the whole truth not debriefed, some lifeless thing is blemaed - a widget that broke, a foam that burnt. Note this lack of disclosure isn't just to the public it is to risk prevention experts and the industry. This means disasters repeat for the same reasons. In effect we never learn from what risks we are compounding, especially where management had presided over conflicts or made too many cost-cuts for truth knowhow to flow 24/7/395
Writ large this professional disgrace explains our age of ever increasing fallibility and any incoveneient truth context including climate. It explains why our chances of saving the world for future generations are plumetting to zero unless we can change the way these professions and the leaders they protect have used ever greater powers to misinform peoples.
Writ small it is humanly sad. I am reminded to post this today, because if you go to google you will find its Yuri Gargarin day. The mysetery of the first man in space's death has never been clarified. Although this particular missing shred of knowledge is long past is usability date, it does make you wonder how can we now interconnect and empower a world for all people if the causes of system faulures are never transparently mapped. http://www.belfasttelegraph.co.uk/news/world-news/article2442171.ece
Kremlin vetoes new inquiry on death of a spaceman
The world's first space hero
* Yuri Gagarin was born in Klushino, near the town of Gzhatsk, 150 miles north-east of Smolensk, on 9 March 1934.
* His parents were workers on a collective farm, but they were reportedly well educated. Gagarin began an apprenticeship as a foundry man in a metalworks. He took night classes at technical school, learnt to fly, entering a military pilot school in 1955.
* Gagarin was 5ft 2ins tall, which gave him an advantage in the cramped cockpits of fighter jets.
* On 12 April 1961, Gagarin became a Soviet national hero and global icon after simultaneously becoming the first man in space and the first to orbit earth.
* On 27 March 1968, Gagarin died in a crash while on a routine training flight
Welcome - who can we cooperatively gain from mapping? How can maps be transparency's simplest simultaneous worldwide tool?
INDEX
1 Kiva networks to empower microentrpreneur projects, certified by microcredit networks in 39 countries
2 on to come
ps please feel free to spread the html code anywhere: (the reason why Londoners as a leading collaboration entrepreneur city chose the backdrop of olympics cities is that if world citizen networks do not have open information to map that sustainability is spinning the life enabling way by early 2012, we seek to boycott the olympics and call for the closing of the BBC unless it goes beyond sports and programmes more vital communications).
Truth Valuing Clubs 12345 The world's largest public broadcaster is the key collaboration gift that the UK can offer to share with sustainability's world; what's your regions?)
My name is Rich Gottbreht from Global Insights and I am one of the entrants in the competition. Our work centers on helping anyone concerned about corruption learn about the subject through my book, our board game and its associated seminars, as well as low cost consulting. To find out more about us please visit our website www.globalinsights.biz. From the home page, you can link to information about us, our products and what people say about our products and services. From the details in the initiative we submitted you should also note that some of the proceeds from our sales will eventually go to a high integrity leadership development foundation. Also, if you are interested, down the road we will be looking for alliances and contacts in every country.
Thanks Rich - I will check it out. I am very busy exploring an amazin idea. If we redesign vocation curricula in schools to be transparent and so hat youth teach each other we can change the ground of the whole of Africa - as far as I know nobody has put this case simler than http://www.youtube.com/watch?v=CMmKM9wAOcc Of course I love to be told that you have a deeper free to view
Comments
I published the first in a library of marketing revolution books in 1991 called World Class Brands. Different brands need different league tables for their economic and social impacts to compound transparently if sustained progress of the human lot is to be our outcome. A revolutionarly league of brands that has emerges since 1991 as most vital for 6 billion people to be aware of is the No Cost Global Brand. This should be focused on life critical missions where public broadcasters sjould be propagating truth news of the brand for free. The brand's equity should either be owned by the whole human race, or those for whom it has life or death consequences for locally. Whichever you choose it requires collaboration entrepreneurship flows beyond the nations borders that the 20th Century erected. These have all but shredded truth when it comes to sustainability's tipping points which anyone alive to travel through the globalisation warp of 2005-2015 needs to wholly collaborate around, as well as communicate transparently. Professional People always tend to be scared of the next 7 years' biggest challenges- so I have dug out how we wrote up to this challenge to Brand experts in 1999, and my 1991 book World Class Brands still remainders in the Amazon!
**********
I dug out an editorial I wrote for a triple issue of the journal of marketing management (1999) which I guest edited, it shows I fear how little marketers are able to progress when boxed in as a function rather than helping to -systematically map and transparently communalise the flow
My own conclusion supports that of founder of Transparency Intl, Peter Eigen. We'll never get a better opportunity to wave transparency around the world than with the recognition that it is time to step back and recheck every aspect of globalization. If Nick Stern's call to wholly reinvest 1% of economies to save 20% appies to the market failure of climate; why not to such other connecting market failures as ending systemised poverty, ending ever increasing spends on national taxpayers money in arms, finding a way to make healtcare affordable. Unlike Sir Nick, I believe the good news is these are not really taxes at all; once you invest in them they take you into above zero sum economies that more than return the investment. But none of these tipping point opportunities can be invested successfully without a systematically higher order of transparency -locally to globally - and a restoration of marketing's or markets' core role in planting communications that connect round Entrepreneurial Truth
-----------EDITORIAL-------------
When, back in the 1950s, Peter Drucker said that marketing and innovation add value, everything else in an organisation adds costs, his context was that of marketing being integrated into everyone’s job. Forty years deviation from this ideal - at least in many Western companies - raises the question whether today’s marketers are up to the master-integration job. Ironically, if they understood that the emerging power of intranets depends on editing web’s of knowhow to communicate so simply that any function can understand marketing’s Promise, then marketing leaders might surprise themselves at how much of their common sense is needed to really drive value creation- organisation-wide and organisation-deep. By enabling every section of employees to question and answer the brand promise, through learning organisation approaches to branding - eg Brand Chartering (Macrae 1996) - every employee’s understanding of the promise of the brand lifestyle can be developed through all levels of involvement from awareness to passionate commitment.
(...)
Drucker later wrote : "Increasingly what motivates people is a marketing job. What motivates - especially knowledge workers - is less about the paycheck; it is about a shared challenge. Needing to know an organisation’s mission and believing in it. ...The only competitive advantage developed countries can hope for is the productivity of their knowledge workers. Yet this is still abysmally low - unimproved in 100 years - for the simple reason that nobody has worked at improving this productivity. All our work on productivity has been on the productivity of the manual worker. "
Dave Allen (1999), CEO of Enterprise IG, reminds us of the various ways in which 2-way communications could work so that a company learns as much about the wants of people who relate to the company as it knows about what it -the company - wants. "
"Intuitively, we all know that relationships build value when they continuously exchange something that both sides couldn’t get without the other. Whilst we talk about this in concepts like image, identity, experience, value, learning etc, few companies have really stood back and asked how to redesign processes to leverage the main differences between the 20th century’s one way corporate communications processes, and new two way processes. For example, how many customer complaints processes do you as a customer know of which reward you when you fill a gap in the company’s competence to promise?
(...)
Yet, the knowledge-age service company will build even more value if it can design its core activities around both of these exchanges and the interaction between what more can employees give and take from customers.
(...)
When you look at the brand architectures that many 20th century companies have invested in, they are not conducive to taking advantage of all - or even the majority of - the trends of globalisation, digitalisation and networks. Often brand architectures are hangovers from times when the powers of brand operators included cheap media, national audience reach, uncrowded markets, consumers whose national segmentations and geographic distances from each other separated them from knowing what was the world’s best quality and value. The good news for humankind is that such consumer ignorance is disappearing at the speed associated with electronic networks. The bad news is that many over-powerful organisations are reacting defensively. In the short-term, consumers will be propositioned with the worst of both worlds of mass one- way communications and two-way dialogue, before we can all discover what the best of both worlds should be. Just look how few brand web sites today really encourage browsers to talk back to their creators.
(...)
I believe I speak for all the writers in this journal when I say we are acutely conscious that there is a lot of work to be done to get from where we are today to where the brand and the communications industry need to be if branding is actually to earn the right of being a company’s most valuable interactive asset. In reality, this can only happen when CEOs realise that the total system of marketing learning organisation - in its markets, its employees’ passions and in the pride in its focused knowledge systems - calls on all the talents of grown up communications professionals. To make all the promising connections, to integrate so that the whole has integrity in every loyal relationship it seeks, to design places and mental spaces where productivity grows, and to sustain value added by the human drive to learn.
This is editorial I wrote as guest editor of a triple special issue of Journal of Marketing Management on brands with Employee Brand Reality, Jan-April 1999
Chris Macrae, email wcbn007@easynet.co.uk
ps incidentally: this journal's one advantage for me was that I did a mini-lecture tour of it including talks at Harvard and Dartmouth- I was told however this was a subject that flew in the face of what researchers were likely to get funds for. As a practitioner, I never did find out why that was...
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007 update on Transparency of Zero-Cost Global Branding on What missions matter most
March 007 - this is example of the most urgent correspondence I can engage in
Dear Peter ZERO COST FOR BRAND ARCHITECTURE OF SAVE AFRICA FROM MALARIA NETWORKS
Regarding your clinton question - I dont know. I think its worth a phone call trying 2 gambits on them - 1) Clinton's wish does ask for expert help, and your network know grassroots africa if they need help on malaria in Rwanda; 2) while Clinton's big meet is in September his web site says something about a semi-annual meet in April ; it might just be this is the planners non-news get-together
I have no contact with Clinton apart from being on their generic mailing lists. However I am preparing a letter for his office . I am writing a book on the 200 collaboration entrepreneur guides the world should most trust in 2008. And while at least a third of those will be chosen by ordinary people, I am asking the big name networks to choose the others. I want to send this to Clinton and to my dad's friend Mary Robinson http://www.eginitiative.org - my number 1 new york heroine
I guess my strategy with the likes of Clinton's network is to just say I am always here (24 years actually http://www.normanmacrae.com/netfuture.html ) exploring: asking the ordinary person's practical connections questions ... I don't know if your malaria strategy can wait the same way mine can. In the 17 years since I wrote world class brands, we have learnt that Timing is everything in staging revolts against global brands
Another angle, we could convene one hour collaboration cafes in New York asking how do passionately concerned citizens actually connect with eg Clinton GI or with ted-global. Do they have a monthly surgery where New Yorkers can be triaged in case they have a collaboration idea? Oddly its the same question in DC - how do passionate people across DC collaborate with the city's number 1 hub for world good leveraging their knowhow not just donating money.
Within 12 months I expect citizens out of London such as Tav and Sofia will have struck back with the idea of a confederation of city to city hubs. On climate 12 months is all citizens have left if they expect to keep the market debate open on how 1% of national economies is reinvested in sustainability. http://passports.jp Surfing tipping points is something I have only ever seen 2 global brand leaders accomplish in 25 years of modelling studies of communications halo effects. They are so nearly always led astray from their founding action learning purpose by their ad agents or their accountants- the 2 professions least capable of facilitating change it is possible to imagine. One because their maths measures history not the future; the other because with tv's 20 second war of attention on your mind they have come to believe that truth is the last job an ad spot needs to care about. I have worked at or with almost all the largest ad agencies in the west - They are scary places if you share the hi-trust entrepreneurial system view that communal truth is where sustainability openly begins and openly ends each cycle along the compound exponentials of lifetime integrity
Hubs are where citizens permanently raise questions about projects that could be done. Imagine the potential project being a tour you could go and look at; why should the future's humanitarian projects be as exciting to tour as historic site. As a network once formed hubs will be more relevant for worldwide circulation of knowhow than any singular social-good organisation or media platform because their aim is to collaborate with all who cares most out of each city. They know how to host open space meetings and link all citizen networks that have ever branched through the city. They do not separately box separate relationship building academics and practitioners, students from workers, one race or place's origin against another in ways that many NGOs and philanthropists do. Hubs love flow like nature, and the way transparency's great Scottish economists defined freedom of speeches and entrepreneurial truth markets to do. http://top10s.tv/_wsn/page3.html
If putting on one or more conversations of that sort made sense, I would be happy to host them in New York some time in the next few weeks. The organisation www.idealist.org also NY based has started a parallel conversation
I am also trying to connect with American Idol's coverage of Africa. If you feel like telling me what content to put on one page dedicated to malaria Africa please tell me - my space is http://africanidol.tv I am also preparing a parallel blog which is without then of African http://africaidol.blogspot.com The story of how Bush trashed Blair on Africa is priceless http://africaidol.blogspot.com/2007/03/march-11-american-africal-ido-new...
Our world citizen mapmaking networks' value, such as it is, is like a stalking horse. Not having any Africa or Charity status of my own, I can just try and ask cheeky questions, and map how answers connect. Of course how to do that most re-constructively with American supersize egos is a guessing game? But as a global branding experienced person, I feel strongly that in the next 5 week's run up to American Idol giving back to Africa, its best I try and explore any way of seeding a media reality revolution I can
cheers
chris
ps lost media transparency - up to 98% of cost of everything
this email exchnage with folk interested in grassroots solutions to some of Africa health's most urgent problems illustrates why there will be no systemic progress in global transparency without transforming media transparency
if you do not see why but want to debate the topic, I am at chris.macrae @yahoo.co.uk
Peter - sounds great. I have applied to go. I love Prahalad's work though I sometimes feel he needs to be bridged between academia and practice entrepreneurs.When Competing for the Future was current in 1994, I proposed to his co-author Gary Hamel that practitioners needed to present brand architectures as a collaboration/partnering frame for leadership to map/see the open-flow connections between organisations in search of deepest service/intrapreneurial passions. Unfortunately Coopers and Lybrand, whose phone I was using to talk to Gary, were not very pleased with the idea. (Nor 4 years later were Andersen when valuetrue multiplier models were shown to them of how worthless they were making their global brand)
As a reformed global branding expert interested in media transparency, I buy CK's "sandbox" idea that many global organisations could simplify their branding they use for rich citizens to offer a basic service to rurals at one fiftieth of the cost (no loss of quality other than meaningless image-laden excess of choices and a society-wide commitment to a trust contract that like Microcredit says neither side will use lawyers in trying our best as service providers and communal customers). I assume its not particularly surprising to us that many of the earliest 50 times better value cases identified by Bottom of Pyramid Alumni turn out to be in health areas
If you need more references to CK's sandbox or BOP ideas than appear at http://worldeconomist.net, please say. In so doing they could find Unseen Wealth's last exit of reforming their globalisation systems wherever these are currently measured tocompound of externalities - profiting from putting the weakest or most ignorant at risk of what theitr industry sector specialises in knowing most about)
(Basically while truth media experts now know that over 50% of the cost of everything in global markets is liable to be wasted on media and channels, the idea that media*law already wastes 98% of everything on life critical markets shows how near the end of sustainability loss of empowerment & truth systems of entrepreneurship have reached)
Tell me if you are coming - perhaps we could host a collaboration cafe immediately afterwards so that anyone in Washington interested in how grassroots colaboration entrepreneurs can end malaria can make a connection
cheers
chris macrae 301 881 1655
http://www.normanmacrae.com/netfuture.html
http://macrae.tv
previously
The World Resources Institute and the International Finance
Corporation cordially invite you to the presentation of the report:
The Next 4 Billion:
Market Size & Business Strategy at the Base of the Pyramid
Discussions of base of the pyramid (BOP) markets have relied
principally on business case studies and rough estimates of market
size. WRI, with the cooperation of the International Finance
Corporation, has leveraged unique access to national household surveys
for the purpose of understanding low-income communities as sources of
entrepreneurship and as potential markets. Drawing on income data
from 110 countries and standardized expenditure data from 36 countries
across the globe, the report is an important first look at the market
opportunity represented by four billion individuals who make up the
BOP. This briefing on the report and the follow-on discussion of
business strategy and market research will be the first public review
of the report and its data.
Date and time: Monday, March 19, 2007 at 11:00 a.m.
Location: International Finance Corporation Auditorium
2121 Pennsylvania Avenue, NW
Washington DC, 20433
Featuring: C.K. Prahalad, Paul and Ruth McCracken
Distinguished University Professor of Corporate Strategy, Stephen M.
Ross School of Business, University of Michigan
I would like to end with a question
- if we people networks are to collaborate in maintaining a league table of top 10 bookmarks on systematically ending corruption locally and globally, how many nominations to the top 10 can you make now?
I think of brands as gigantic dynamic jigsaw puzzles
Think about it : what value do communications elements have if they do not truthfully connect communities across time, leading how we develop, make human progress?
Moreover the first pattern rules of a communications network is that is never the sum of its parts, always more or less depending on how energetically it flows
So when you identify all the key elements of a brand (and incidentally even a nation is a brand as far as its identity goes) - way beyond just its logos and ads but what promises its leaders make, what the vision and competences of the company are, what its entrepreneurial system attracts in terms of productive and demanding sources
the big question is where pieces do not connect the whole truth , and why, and what reconciliation is possible?
there can be quite innocent explanations for brand transparency leaks:
2 different creative people excecuted stuff at different times with different briefs
entrepreneurial innovation involves daring to learn from temporary failures and relenlessly keeping at it
2 different expert departments did not understand each other well enough to deliver a custoer service, particularly in an unexpected but still vital area to the customer
the company's past expertise and future ones are chamging as is the environment but the road-map hasn't quite caught up especially as some brands need to inform tens of thousnands of employees and potential a third of the world of customers where change takes place
but then we start to get to less and less transparent reasons:
the cost of the commun ications of the brand is the largest single component of the whole thing -something that has been hapepning to many brands that became over-addicted to tv ads whose cost has gone up expomentially in many countries
promises are being made to 2 different groups of people and the company hasn't worked out a way in which both promises can be kept in every practical circumstance
a promise is being made to a group which is pure image and has no reality whatsoever
a promise is being made to mislead because if people knew the future truth of what are industry is compunding on the world they would stop interacting with us or call for lawyers or demand huge new investments in change which would dent our profitability for a few years
a promise is being made which we know will put some people's lives at risk or prevent them from developing on the other side of the world but which we have outsourced in a way that no liability will come back to us
The interesting thing about a brand is its communications are by definitions visible. The reasons why there are disconnects of course need investigating. Often times you will find that 2 different parts of the organsiation have diferent explanations. However at the end of the day -now we have the internet - if enough of you know how charter a brand , all its communities can help to discover whether its 100% sustainable and transparent; got problems that need fixing; or is a system that is falling apart and needs to be handled in such a way that the most innocent parties suffer the least from the death of teh system and the waves it map link through networks it was connected to
As promised in our entry, we would love to encourage debate where you see the tipping points of Truth's Deadly Sins. Our collaboration foci need to scale and multiply yours if world citizens are to reverse globalisation 7 inconvenient truth's in time including Transparency's Top 3 :
to open up debate, we score the tipping points thus:
*Climate began in 06 with Gore & Stern & Branson
*Poverty began with Nobel recognition of Yunus in 06
*Health & other boundary network risks are not resolved but have an epicentre of energy in google.org's brilliant
*Just as we were writing this media's tipping point opened up at the bridge between American Idol and AfricanIdol
*Learning & Peace are nowhere near tipping points though solution vectors are clear
*Top people's valuation of sustainability investment can be changed by open sourcing this project, but will it be
If your most hi-trust leaders of all time include gandhi or mandela, then I suggest this is because they systemised Gandhi's lifelong maxim - knowledge is that which liberates us-
if you look back through history of empires going wrong you can see that brain washing colonial childrens with unusable education was one of the great mortal sins; my mothers' family line were in the British Raj - so can testify to that
Education is becoming as hot a tipping point debate in 007 as climate in 006 and dumbing-down wars in 005. Here is a mail I am sending out to folk who might want to transparently question this empowerment revolution's future. If it makes sense to you, and is worth relaying please do. contact point chris macrae email info @worldcitizen.tv us tel 301 881 1655
***
Along with some social and sustainability entrepreneurs I am within 3 weeks of publishing a small travel guide to everything we most want to question about education. For example, leading advisers to our publication are the Gandhi family at the world's largest school http://www.cmseducation.org/ and their daughters alumni of the school are economists one at Oxford University and who has just completed a 10 year stint at the world bank where she was one of Wolfensohn's top 10 young women to link around
City Montessori has 50 years and 30000 students per year experience. They help us map how empowerment education of the sort that Montessori, Gandhi and my father who deputy edited The Economist for 4 decades wish to see flowing worldwide;
(includes entrepreneurial revolution trilogy and original Death of Distance change www debating materials published in The Economist 1976-1984)
I have a ten year old daughter currently going through the catholic education system in the Bethesda region ; I am appalled at how out of date the content is when it comes to empowerment and cross-cultural integration with the world; my father and I are in our 24th year of a mission to make sure that what content we wash our childrens brains with changes sustainably...
Our travel guide would be happy to carry a no cost ad to your publication -and how concerned parents, youth and people around the world can interact with it - if you know exactly where a permanent bookmark to it will be
Following through a extra-network delegate role I volunteered for www.simpol.org during the UK's Make Poverty History year of 2005 (web collaborators comic relief), our London, Oxbridge, Scottish and Irish networks have been helping us connect transparent maps to many deep African links with future education wishes... education is also a number 1 theme of the Clinton Global Initiative this year so one would hope that your flow matches with theirs.. if Mandela and Gandhi rank amount the most hi-trust leaders to web humanity's most valuable purpose, they do as educational architects of the big picture truths starting with Gandhi's lifelong maxim: knowledge is that which liberates us.
My grandad (maternal) was a repentant judge in the British Raj - complicit in imprisoning Gandhi in the 1920s, editor of the legalese that Mountbatten and Gandhi negotiated for India's Independence. So educational truth matters in whatever I can help explore.
should the spirit of this mail blend with your purpose, please feel free to relay it; clearly any mistakes in curiosity are mine alone, but the questions (action learnings) the world now needs to ask of education are unprecedented and a huge opportunity to cross-culturally unite; and as just one example if climate is reaching a tipping point so is education
if Mandela & Gandhi rank top of hi-trust leaders, reason is they lived Gandhi's truth motto: knowledge is that which liberates us
cheers
chris macrae http://myidol.americanidol.com/blogs/africanidoltv http://africanidol.tv http:/oxbridge.tv
http://worldcitizen.tv http://herstory.tv http://up200.tv
I would be interested in hearing YOUR VIEWS apart from corruption and war themselves, which social and communal crises are the least transparent???
I had assumed water and climate (clean energy, water, food) were very non-transparent issues because of their misinformation, and how often governments have sol out their societoes long-term sustainability to short-term coporateers
However, as a direct response to thsi competition entry I have learnt that malaria is up there as the worst of crimes non-transparency commits- killing off a child every 30 seconds
we are collecting 10 of transparency crises' most shameful videos at http://simonsays.jp - do help search if you can
A basic loss of transparency is caused by what the rich world's media never truly covers -which videos do changemakers and world citizens most need to network until we know of the same human truths, from which we can discuss what most urgently to do
Entrepreneurial Revolution 10 -TOP 10 VIDEOS FOR SUSTAINING HUMANITY- vote in this thread or to info@worldcitizen.tv
This changemakers competition should pull no punches on how corruption kills off the potential for most social entrepreneur franchises to fly everywhere they could do good
If no other space is being used to catalogue the world's biggest published corruptions- please feel free to do so here
example: Global Fund Scandal a Lesson
Editorial | 12 Mar 2007
http://allafrica.com/stories/200703121492.html
New Vision That Uganda has been blacklisted by the Global Fund is a blow to the
country. As a result, $16m in funds are being lost: $14.7m for malaria and $1.1m for
tuberculosis.
The mismanagement of the Global Fund money has been sufficiently exposed by the
Judicial Commission of Inquiry. The Ogoola report was a brilliant but sad document of
humanitarian aid being squandered and diverted for personal gain.
However, terminating the grants after phase 1 of the project is unfair for two reasons.
Firstly, it is punishing the wrong people. Malaria in Uganda is claiming 320 lives per
day,...
Suppose we live in a world where we don't know the truth about 90% of the world's biggest system disasters? What action can we communally take to change faulty systems if we have no open way of browsing through failure lessons.
I first got very worried by this lost transparency issue when a business school professor and engineer showed me a paper in the early 1990s. He had reanalysed over 100 industrial and transport disasters through his lifetime experience. His conclusion over 90% did not come to the whole system truth of what went wrong. There were various reasons, one of which I find the most badwilled of all. Insurance companies and lawyers like to settle behind the scenes on condition that the truth is never revealed - because if it was leaders might be found to be criminally liable or trust in companies or governments might be bankrupted. Not only is the whole truth not debriefed, some lifeless thing is blemaed - a widget that broke, a foam that burnt. Note this lack of disclosure isn't just to the public it is to risk prevention experts and the industry. This means disasters repeat for the same reasons. In effect we never learn from what risks we are compounding, especially where management had presided over conflicts or made too many cost-cuts for truth knowhow to flow 24/7/395
Writ large this professional disgrace explains our age of ever increasing fallibility and any incoveneient truth context including climate. It explains why our chances of saving the world for future generations are plumetting to zero unless we can change the way these professions and the leaders they protect have used ever greater powers to misinform peoples.
Writ small it is humanly sad. I am reminded to post this today, because if you go to google you will find its Yuri Gargarin day. The mysetery of the first man in space's death has never been clarified. Although this particular missing shred of knowledge is long past is usability date, it does make you wonder how can we now interconnect and empower a world for all people if the causes of system faulures are never transparently mapped. http://www.belfasttelegraph.co.uk/news/world-news/article2442171.ece
Kremlin vetoes new inquiry on death of a spaceman
The world's first space hero
* Yuri Gagarin was born in Klushino, near the town of Gzhatsk, 150 miles north-east of Smolensk, on 9 March 1934.
* His parents were workers on a collective farm, but they were reportedly well educated. Gagarin began an apprenticeship as a foundry man in a metalworks. He took night classes at technical school, learnt to fly, entering a military pilot school in 1955.
* Gagarin was 5ft 2ins tall, which gave him an advantage in the cramped cockpits of fighter jets.
* On 12 April 1961, Gagarin became a Soviet national hero and global icon after simultaneously becoming the first man in space and the first to orbit earth.
* On 27 March 1968, Gagarin died in a crash while on a routine training flight
Welcome - who can we cooperatively gain from mapping? How can maps be transparency's simplest simultaneous worldwide tool?
INDEX
1 Kiva networks to empower microentrpreneur projects, certified by microcredit networks in 39 countries
2 on to come
ps please feel free to spread the html code anywhere: (the reason why Londoners as a leading collaboration entrepreneur city chose the backdrop of olympics cities is that if world citizen networks do not have open information to map that sustainability is spinning the life enabling way by early 2012, we seek to boycott the olympics and call for the closing of the BBC unless it goes beyond sports and programmes more vital communications).
Truth Valuing Clubs 1 2 3 4 5
The world's largest public broadcaster is the key collaboration gift that the UK can offer to share with sustainability's world; what's your regions?)
KIVA: K1 2 3 4 5 6 7 Kenya ,K8-11 Uganda,K12 Tanzania,K13-14 Nigeria,K15 Cameroon, K16 Togo, K17 Ghana, K18 Democ Congo, K19 senegal, K20 mozambique, K21 honduras, K22 nicaragua, K23-24 mexico, K25 ecuador, K26 bolivia, K27 dominican republic, K28 ukraine, K29 afghanistan, K30-31 azerbaijan, K32 cambodia, K33 vietnam, K34 indonesia, K35 moldova, K36 bulgaria, K37 Tajikistan, K38 gaza, K39 samoa
Hello,
My name is Rich Gottbreht from Global Insights and I am one of the entrants in the competition. Our work centers on helping anyone concerned about corruption learn about the subject through my book, our board game and its associated seminars, as well as low cost consulting. To find out more about us please visit our website www.globalinsights.biz. From the home page, you can link to information about us, our products and what people say about our products and services. From the details in the initiative we submitted you should also note that some of the proceeds from our sales will eventually go to a high integrity leadership development foundation. Also, if you are interested, down the road we will be looking for alliances and contacts in every country.
Thanks,
Rich Gottbreht
Thanks Rich - I will check it out. I am very busy exploring an amazin idea. If we redesign vocation curricula in schools to be transparent and so hat youth teach each other we can change the ground of the whole of Africa - as far as I know nobody has put this case simler than http://www.youtube.com/watch?v=CMmKM9wAOcc Of course I love to be told that you have a deeper free to view