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Guide to discussing sustainability as the greatest media partnering opportunity ever
global social business ABC - draft 1 improvements welcomed
at my 4th meeting with dr yunus in dhaka, we quipped that dhaka was now en route to every sustainability city- if you could interview people anywhere on sustainability where else would you go - bangalore lucknow
Help Microeconomists: celebrate 2010s as decade when sustainability governance, brand eladership and valuation metrics comes to all global markets: Celebrating global markets that are freed by a globally sustainable solution banking - GrameenMicrocredit; infant-nutrition foods - Grameen Danone; water - Grameen Veolia; chemicals saving humanity - Grameen BASF ; ...
Sustainability 7 Exponential Wonders- Brand Chartering & The Trillion Dollar Audit most concerned with preventing 7 multi-trillion dollar global market irresponsibilities:
UnGlossed (www thanks!) Brand ..Action-Learn ..Brand-Leading ... UOP (opposite system map to USP) ..Commns Trust*Promise | . Grameen-Yunus brand architecture charter to 2015 –Draft 0
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socialbusiness socialactions billanthropy microeconomist Yes We Can's World Class Brands & MicroUp welcome correspondents from tv and other social business entrepreneur networks & collaboration epicentres -chris macrae.tv washington dc bureau 301 881 1655 1.0 Brand Chartering, Brand Architecture and component constructs were invented and first published by Macraes in 1993. This web links you to 15+ years of best practices as well as cataloguing usage certification (worldwide practice links). The aim of Brand Chartering is to show that leadership, metrics and communications map as one overall system double looping around promises of productivity and uniting stakeholders demands of trusts. 1.1 World Class Brands – The Opportunities and Threats. World scaled brands are powers that can multiply goodwill or blindly multiply destruction as we have seen with many financial services brands of wall street in recent times. Media and mediation threats to system future which can cause collapse of the system are conflicts and burst flows (eg excessive silos within an organization or poor understanding at boundaries between architectural partners). Opportunities are to help advance the sustainability of the human race and be wholly valued for breakthrough innovations and worldwide services in ways that can win-win-win way beyond the 20th Century’s in-networked professional reasoning 2.0 We also organise pro bono work around the number 1 purpose of microeconomics: ending poverty as a system failure that blights over 2 million communities as originally identified by Schumpeter.
| .Inventing the system genres of living and learning brands : below you can download the 1993
origins of Brand Chartering and Brand Architecture -commons right asserted - chris macrae usa 301 881 1655
scroll to bottom of webpage for news of section updates
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| .chapter 2 - brands condition your mind (and culturally a society's view) planting a neural network of identifiers -these may be used to make you feel a brand is worth more than it is or that it has no risks at all -the riskiest brands tend to spend the most planting identiiiers falsely pretending how safe they are - read chapter 2 id system | .chapter 1 few companies' boardrooms would let an external essence audit take place; it would expose conflicts between promises being made to different groups: owners, customers, society, employees etc which the company has no model for connecting. Inconvenient Truth: What's surprising is how high up you can go a company before employees consciously realise how conflicted with sustainability the organisation is. However this can be viewable to an outside reporter - unsustainable company will have little buzz and positive emotional instlligence. Read chapter 1 : essence - what would be uniquely missed if your organisation ceased to exist tomorrow? |
chapter 2 identity system - brand & neural network conditioning
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Tuesday, March 17, 2009 Grameen Intel - from 2008 Intel corporate report
2:26 am edt Grameen-Intel Social Business. In 2008, Intel Capital—Intel’s global investment
organization—formed a business venture with Grameen Trust (ICT) solutions to address issues related to poverty, healthcare, and education in developing countries. The initiative, which will be launched in Bangladesh, is based on the social business model created by Nobel Peace Prize winner Muhammad Yunus, who founded Grameen Bank in 1976 to promote micro-financing and community development. The new business venture combines Intel’s technology innovation and Grameen’s extensive experience in creating opportunities for economic development and income generation at the village level. Anyone up for giving this concept a go up to and including june29-nice to have a birthday present to take to dhaka for the world's youngest 69 year old.
Do tell me if you see any way of moving this forward - thanks chris |
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| updating masterbriefing - whilst most of the emotional intelligence, action
learning flow and recall models of brand chartering need little updating since 1993, masterbriefing being the study of which
of 100 diferent communications mix are lowest cost and best quality for what combinatorially interacting what market
goal needs updating - online media had barely begun and consequently we have wholly new masterbriefing challenges such
as the weaving of worldwide townhall meetings with before and after project action portals help us both add in extra
mix components and benchmark the best of revolutionary communications processes |
| . Teleseminars in the mix - Notes from an experienced user in usa teleseminar technology is now cheap and reliable for all to use; there are parallels with open space technology- in that it can be scaled for many thousand just as well as for 10 participants, its specific advantage is it captures online all contact details as well as making a host central to recontact permissions if we were to think of a big invitation like what is the future of banking? then arguably a short series of teleseminar guests could unite many emerging networks including obama green job creators, those who want to make sure mian street is never left out of banking again, students who want to reform the sustainablity of professions as well as change curricula, those who want to see USA get back to mllennium goals through connecting all the franchises that microentrepreneurs can replicate, and generally uniting many networks all intent on celebrating the inauguration of the age of yes we can user mainly works with budding hollywood scriptwriters so as her experience shows teleseminars network well for them, I expect they work well for other time pressed demanding change leadership audiences | . when I wrote world class brands in 1989 setting up the next decade's revolutions in branding, the big question was would the advertising industry be audacious enough to be so much bigger for humanity? for example would it embrace reality-making not just mage-making; would it understand that most new economies involve collaboration of know-how not just competition over channelswith hindsight the answer is pretty clear that the ad industry has done no such thing; one way t illustrate this is the search for the most heroic use of networking over a decade to achieve heroic goals for humanity by integrating both 24/7 online connectivity and say annual world gatheringswithin my searches since 1995 the most exciting benchmark of this sort is http://microcreditsummit.org/ - we are publishing feb 2009 a booklet on the new genre of innovating collaboration where this will be profiled as one of the top 5 collaboration methods yet practiced by and for the human sustainability |
http://www.britishcouncil.org/new/PageFiles/7714/Framework%20for%20a%20better%20future.pdf
Lord Lord Kinnock British Council Ladies and gentlemen, our distinguished guest this morning is the son of Chittagong who, as a young professor of economics in the university in 1976, launched a cooperative credit project among impoverished women workers, which eight years later became the Grameen Bank. Grameen has gone on to transform the lives of millions of people, not only in Bangladesh, but because of the application of the principles developed by Professor Yunus and his supporters in several other countries too. The spread of what can justifiably be called ‘the Grameen system’ has proven a potent weapon in the fight against family poverty in less developed nations. In the third of a century since the project was originally founded, it provided the basis for developments that extend into agriculture, fisheries, textiles, telecoms and a wide spectrum of economic and technological activities. A huge number of international accolades have rightly been given to Professor Yunus for inspiring what amounts to a creative global revolution, but I know that no distinction had been more valued by him than the Nobel Prize awarded to the Grameen Bank in 2006. The achievements of the Bank and all that it implies are driven by the vision of a remarkable founder and by the relentless commitment of its low income investors and beneficiaries. It is a remarkable force for progress, for security, and for dignity – a blessing that has been built truly by the poor, for the poor. Ladies and gentlemen, with great pride and pleasure, I ask you to greet Professor Muhammad Yunus. |
Dr Yunus: The Creation of a Parallel Business We have an enormous quantity and quality of technology. In human history, we have never had such powerful technology, and it will continue to grow. Technology continues to grow very quickly, but all this technology is in the hands of business. By definition, business uses amazing technology to make money. If we could use this technology to solve the problems of poverty, ill health, diseases and the environment, we would achieve more, but this cannot be done. There is no way of achieving this because it is a world away from business.What I am suggesting, then, is the creation of a parallel business, whereby this technology would be accessible to social businesses. If it does, this same technology will be helpful in solving the technology. In the process, technology will not suffer; technology will gain, because there will be a lot more experience, so technology will move much more quickly than it has done so far. The wall has to be broken down in order to allow the use of technology both ways. That is why companies such as Danone are important: not only do they come from France, but they brought with them the finest bits of their technology to make this yogurt happen. We are not expert in this business, so they brought their technology with them. Unlike a profit-maximisation business, wher a CEO is no good if he doesnt come up with a hiher prohit eacy year, we ask the Grameen-Danone CEO how many children avoided malnutrition this year and how many will do so next year. Similarly, in terms of Veolia, while it invested a small amount of money, technology was what really solved the problem. In social business, there is no subsidy; everything is self-sustaining. The people love the fact that they can drink clean water, and the company is not losing money. Now that we have started one, we can repeat its success. The environment is a very good social business. We already have a solar energy company called Grameen-Shakti, which provides solar home systems in Bangladesh. Afforestation might be an excellent social business, given that many countries are protecting their forests instead of cutting them down. By creating a social business around them, the forests will look beautiful, contain food and involve people. The British Council can, of course, provide an incubation facility to encourage young people to design social businesses. In some places, they have declared competitions for social business designs and given awards to good ones. Those award-winning designs can attract investors to make it happen. This is another possibility. Some universities are creating Grameen creative labs, so that these discussions can take place along recognised principles. At the moment, we use the term social business, but tomorrow it might take on 100 different meanings. The Grameen creative labs are used to bring together people from the faculty and business in order to work together across departments. Incubation will be a very important element and one in which I hope the British Council will play a role. . |