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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, October 6, 2009 Micro financial discussion of America’s future
8:15 am edt I urge students to join in this discussion. For 33 years my idea of free markets –and media truth - is to get consumers, societies and employees to question what opportunities and risks are compounding in particular markets – eg healthcare, energy, autos, advertising media, education, housing, banking .... Then 2 years ago I started to learn from Dr Yunus and Bangladeshi friends how to add on a second debate revolving round sustainability futures of a place and its communities. I believe that’s absolutely the most interesting reason to become competent at microfinancial system analysis – see footnote History seems to show that places and nations sustain better futures when they invest in their next generation. I believe for hundreds of years USA was best for world at that, initially in opposition to the English who were worst in world at that when The Declaration of Independence was launched.. Ironically some time about 20 years ago America’s systems fanned by virulent tv advertising and big business lobbies over democracy turned viciously against investing in future generations. What happened to american banks is a seminal social and business case – a topic I have heard many scary lectures on in the last 6 months from Paul Krugman down needs analyzing for opportunities and threats. In 1990 there were no American banks that were too big to fail. By 2007 all of the biggest 10 were. In 1990, the biggest 10 controlled less than 20% of financial transactions, now its the vast majority. What are these big 10 banking systems designed round? Rampant speculation not investment in future generation. To a man all the citizen bailout speakers I have hear recommended that Obama bit the bullet in the first quarter of 2009, and downside the big 10 wherever they were bankrupt which probably the majority if not all were by any accounting standard that would have been applied to any other sector but banks. Students need in my opinion to question what they are being taught. Specifically does your university’s business and economic schools put the debate of: is America investing in future generations front and foremost in how you do economics and business analysis? If it doesn’t, Dr Yunus networks are the only ones I know of that can globally free your speech and your action learnings . They are for example challenging vice chancellors right now – what future does your business school rankings have if you don’t contribute to the missing curriculum of sustainability m the missing curriculum of investing in your next generation? At least 8 universities around the world will be sharing their first years studies on this in November though currently only one is from USA, and 3 are from Japan. Perhaps this is telling as Japan has made no progress over the last 20 years since it had its own banking bailout. But the monies involved there were small beer compared with the 20 trillion dollars already wasted and returned to the big banks to apparently continue their hyper speculative behaviors guaranteed by being too big to fail So how do you see this. Completely differently or the same way as the above? Microcredit world class branding footnote. The freedom to be income generating that truly designed microcredit systems empower is enormous as a consumer good. But perhaps the even greater system advantage of microcredit is the freedom to save for your next generation. That’s’ what Grameen members elected to do with their 16 decisions when the bank for the poor was legally constituted by Bangladeshi law in 1983. You probably know many of the immediate decisions Dr Yunus took on children’s behalf. A Grameen bank branch loses a star rating if it fails to get all of its members children to school. He became focused on children’s nutrition when he observed village children were night blind. The first thing Grameen did was to become the nation’s largest retailer of carrot seeds. As you know from recent future capitalism news, Dr Yunus’ first global market social business partnership challenge was milk products – thus Grameen Danone is now world famous for functional foods designed for poorest kids diets. However it was the same logic – greatest investment in next generation that caused Grameen leadership to make 2 amazing sustainability investment decisions with the poorest savings in 1996: to invest in mobiles ending digital divides and to invest in solar energy. FROM YOU CAN HEAR ME NOW TO YES YOU & US CAN I am not sure that Dr Yunus understood the enormity of the future investment in telephone ladies was about as early as he made the decision in 1996. I think his immediate interest was connecting 125000 hubs of 60 villagers per centre (7.5 million female members of Grameen) into the greatest intelligence network for the poorest- sharing market prices and life critical information across rural Bangladesh for the first time. I don’t know that he realized that this greatest sustainability investment of the new millennium would compound so Bangladesh in 2010s is as much a world leader in designing mobile infrastructure design http://www.grameensolutions.com http://bankabillion.org as India’s Bangalore has become in the internet. And as for the sustainability investment in solar who would have thought that one bank for the poor would now install more solar units than the whole of the USA? and that government ministers that take the climate crisis seriously treat Dhaka as the world epicentre of climate crisis dialogues? So yes you can use what you learn from microcredit knowhow to debate whether your nation is investing in future generations, and it isn’t to take actions in universities and other places you live top reform this now and join Dr Yunus in branding 2010s at The Joy of Life decade when millennium goals and ending systems that are too big to fail become the core reason why congresses and mass media exist. 21st month celebration of future capitalism- 21 months after launch of the future capitalism book on sustainability system designs, dr yunus has started a newsletter and newtorkers club that you can subscribe to here Future Capitalism BookLaunch, Jan 2008 – Nine Year Old asks Smartest Question NY Bankers have ever heard Monday, October 5, 2009 Hi Alan Webber I have wanted to ask you a few questions since reading your USA Today article http://blogs.usatoday.com/oped/2008/05/giving-the-poor.html#more recommending Dr Yunus for the Nobel Economics prize so as to end the separation of Nobel Peace and Economics. How often do you chat to dr yunus? Is it the case as my dad hypothesised back in 1984 http://www.normanmacrae.com/netfuture.html from The Economist that macroeconomics’ wrong metrics/media/education can end human sustainability- in a sense, will the 2010’s be humanity’s final re-run of the Einstein-Gandhi battle with misleading professions of English colonialism gone global? CREATIVITY THAT SUSTAINS HUMANITY I don’t know how often you keep in touch with Dr Yunus but in the 21 months since I first met him, he seems to have been linking a new sustainability investment network together every 3 months. Microcredit is no longer the main challenge Dr Yunus talks about, nor the 1970s Bangladeshi origins of social business models as system designing replicable grassroots franchises round sustaining 10 times more economical market exchanges for and by the poorest communities. Now, global branding of social business leadership partnering networks are being formed thanks especially to saskia and hans at http://www.grameencreativelab.com/ out of Germany HOW & WHERE THIS ENTREPRENEURIAL REVOLUTION CAN LEAD Just my interpretation as a brand architect researcher : the idea of getting 100 global brand ceos and a few vice chancellors together – to the vice chancellor the question is given there is a missing curriculum of sustainability investment where will your business school be ranked in a few years if it doesn’t start contributing to it now; –to global brand ceos the question : is your global market free to value sustainability's exponential dynamics and if not why not benchmark and form brand partnerships until it is Take the world famous grameen danone as an example, its no longer only a nutritional yogurt for poorest kids in Bangladesh but a sponsorship platform of eg an ecological project in china so danone’s name is planted as the best there is – why not sponsor sustainability projects as well as footballers- Yunus used his Mandela birthday talk to send a video to FIFA saying why not use South Africa’s 2010 soccer world cup to celebrate millennium goals as well as football; whether FIFA has responded to yunus I don’t know but it did announce during Clinton global week 2 partnerships – setting up 20 youth football camps across Africa and with visa financial football as a web-based game through which it commits to train 20 million in financial literacy; meanwhile another grameen partner adidas is being challenged to end shoelessness of children with $1 sneakers I copied a few more people whose insights on what’s possible as dr yunus invites us all to brand 2010s as joy of life decade will be far more than mine Zara from Georgetown who asked you question after me as where is a sustainable business graduate to go these days? Sam Daley-Harris founder of microcredisummit aiming to make Kenya’s 2010 April even more exciting than the 1997 conference that set the goal of reaching 100 million poorest families with hi-trust banking; Mostofa a Bangladeshi villager at London University who Dr Yunus asked to network together 5000 youth ambassadors like Zara; Lamiya Yunus Centre's http://www.yunuscentre.org chief of staff whose been guiding mostofa’s 3 year development of http://yunusforum.net as a citizens project and outreach web; also http://www.muhammadyunus.org/Sign-Up/ appears to be the master newsletter to yunus .. sofia of www.londoncreativelabs.com who facilitated dr yunus 69th birthday dialogue; paul rose the BBC ’s main solar and polar broadcaster who wrote up dr yunus 69th birthday week celebration http://news.bbc.co.uk/2/hi/science/nature/8130130.stm And Melissa our host at last week’s conference and designer of Maryland’s Social Value Creation Initiative; and Heather whose 200 peoples networks across USA http://ourfinancialsecurity.org/ aim to mobilise the people’s joyous retrieval of $20 trillion of unsustainably allocated tarp funds Attached one way to guide discussions of what is the world’s greatest invention and the announcement of 7 nov get-together in Berlin of revolutionary global corporations and vice chancellors chris macrae DC 301 881 1655 |
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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. . |