Washington DC December 2016 Welcome from friends of Macrae Family to Brand

- we apply the 20th century's future history mapping methods co-created by such late great friends of valuing youth as Peter Drucker, Norman Macrae, Alvin Toffler, Maynard Keynes to how the most valuable gravities of goodwill multiply today - such gravities as China (quarter of the world's hardest working people whose spirit tao is as wonderful a millennials world citizen curriculum as any we can find in searching eg such luminaries as Mandela, Gandhi, Thurgood Marshall, Rosa Parks ...), USA the richest big economy averaged per family, Japan the 20th C Q3 globalisation economy which accelerated quality electronics that father of computing Von Neumann could only dream of - and thence china diaspora superports - without which the worldwide web age would have been delayed beyond our lifetimes,

or quarters of 21st C gravities (meta-hubs) such as the younger half of china's women  (QBG) who bear the unparalleled reponsibility of sustaining their parent's one-child family trees while being millennials ambassadors to womens values all over sustainable goals planet; we look at whats action learnt (open spaced) between these biggest networks and those faced with sustainbaility deepest local challenges- for example over a dozen youth exchange trips to Grameen and BRAC in Dhaka and their village mothers mobile networks such as world number 1 cashless bank have mapped 10 years of connecting how future history that helped the world's poorest women build bangaldesh, and of course we have worked on the vast majority of big brands of the 20th century- during the 1980s we contributed to MIT database to thousands of market models across over 50 countriues and pretty much any market that had ever used brand agencies in that late pre-digital 20th Century

or back from the future's 4th industrial revolution transparency valuation tools of meta-free markets - eg blockchain or local-to-global sustainability youth partnership  (celebrating each new G20 year (016 china 017 Germany 018 India) jobs rich concepts such as electronic trading platfroms freeing Small Enterprsieb worldwide sustainable trades) 

so which are the greatest charters humans have ever adopted- we ask for your help --- just because we can easily cite 3 huge ones this doesnt mean they are culturally enough for the billions of new jobs needed for today's sustainability goals challenges to be realised and not just endlessly twittered about

Magna Carta 1066 Us DoI 1776 -entrepreneurial exercise what is meant by happiness and freedom in first sentence China's Declaration of Development Interdependence 2016 

It is our hypothesis that 3 generations will determine the climactic sustainability or loss of the human race-

  1. today's youth - the half of the world under 30, 
  2. their parents and 
  3. their grand parents. 
 Unfortunately nations population bubbles are very conflicted nd faned by the dumbest media (tv) ever to have been generated - some rich nations have majority of their poeples over 45 - so 90% of these rich nations' investments (let alone legacy legal constitutions) are in vested issues of generations of elders; some poor nations have their majority under 20 which cant even vote; in effect there is an unseen war between elders and youth that is expoenntially decreasing the odds of our human race to sustainability -- paradoxically this is as much a local degradation crisis as a global folly (though us sub-prim banking was a global cancer that none of us 7 billion peoples needed). Speaking as a parent I ask both humbly and urgently- why dont we grow up sans frontietres and value all youth as humanity's greatest resource?OK in 1945 that wasn't possible. But is that why we wil spending 4000+ times more in 2030 versus 1946 on worldwidewide learning technolgies  (www blockchain etc)
 If this hypothesis is correct it begs the question what interactive charters can we the 7 billion people as youth or parents linkin. We will assume an inter-generational charter process celebrating creative youth matters - indeed you dont need to interact with any more of our web unless you value children as human's greatest ersource and want to help unite the greatest #LearningGeneration. We are not claiming to be certain we are right- we are simply opening space for a hypothhesois that all goodwill valuations mathesmatics of brand charering uses and which for example none of globalisation's biggests banks or biggest professions yet begin to use.   




I am writing to you in case a curriculum of celebarting creative choldren all over our planet connects with whatever is your main concern in life - for example as a mathematician who has worked for 30 years on mediating partnerships between the largest and the most exciting identities  I would suggest that : we are not designing a Healthy world nor Education with #learninggeneration's big E if we are not designing this in every relationship we interconnect

later this week, one of our subgroups- whom amy has spent most time with on developing her international being - along with intel is launching experiments on what 300000 children's time is simultaneously spent on - actually there is no limit to where such curricula reach other than the permissions - the 300000 children space happens to be poorest rural catholic children in kenya - in spite of Italy having just become the latest European country with no leadership direction, I will make the optimistic assumption that everyone I have ever met in rome will want this to succeed







William amy and I first met at the 4 year peak of the system claiming to be world's number 1 creative children event shown in these slides;

Support the 6th ARTS OLYMPIAD: Slides



for four days hundreds of partners of  creative curricula (chief corporate sponsor swatch, chiif international partner a Japanese NGO and friend of eg Fumiko and Amy)  converged many thousand children and elders to animate creative opportunities on the elipse lawn outside the white house (the same space in Washington dc that the xmas tree lights up)-  the week before independence day 2015 was the 20th year of this 4 year cycle- children came from other 30 nations; the largest group apart from americans was chinese- interviews with 20 chinese made it clear this is a curriculum their Society absolutely priorities ; I am sure anyone who ever travels to china will see reconfirmation of that everywhere development is celebrated  china development (this latest charter was issued 4 days ago as uniting what quarter of the world people strive for and invited the other three quarters to join in sustaining)


while I can introduce anyone to the owners of the slideshow process which is also one of the 20th largest us childrens charities, neither I nor naila nor others have not found any way to open a discussion with them in how to connect with partners as big as eg intel; every discussion starts with how much money will you bring us; ok by all means some of you have different credibility to negotiate than I do 
































anyhow my question to you is let;s say intel and our partners out of Africa and wherever its continent-wide satellite can  reach continue to scale over the next 3 years; and lets say( there is in Africa and the middle east and the southern parts of Europe reached by China's and Asean;s one belt on road)  intergenerational interest in a curriculum of celebrating the world's creative children - does anyone here want to set up a concept council of partners on how to do this given the millions of children we can reach as we build this?


chris macrae dc 240 316 8157

BrandChartering.Com - How to do no evil with brand superpower: Do Nows value multply Unique Purpose




can you help (the half of the world's population) under 30 make 2015-2025 the most exciting decade of human and planet sustainability? chartering's 20 year search for partnershipos with the most unquely purposeful brands and leaders continues .... text us in washington dc 240 316 8157 or  rsvp


 World Class Brands Chartering & Global Social Value Trillion Dollar Audit Q&A inquest on Yazmi and purpose of elearning satellite's conflicted orbit with sustainability youth 

-lead sponsor Norman Macrae Foundation- Millennials Partners in Publishing World Record Book and Games of Job Creation 

correspondence - 

Bethesda, washington DC region USA 301 881 1655

Help find the best news in 44 years of celebrating every way that elearning media can be the opposite of mass tv

Value system designers:

Beck's 8 colred spiral complexity; Owen's Open Space Simplicity; how to unite humanity's greeats ever goal -POP with Pope Francis and Jim KIm- how to prevgent the UN's 17 goals from greenwashing Preferential Option Poor- 



top ref Believe in yourself | D'Banj | TEDxWBG regarding:

Yazmi Brand Charter for Partners in Open Learning Leadership 

q 2014.12.1 do you have any demonstration content up? if so could I see how you it communicates via a yazmi receiver

 background -suppose someone next sees kenya's first lady or sir fazle abed or george soros (west africa's main investor in bottom-up) or any nation-wide influencer of education and had a yazmi receiver with them- what would they show given 2 minutes to win or lose attention of that person -or what would you show mr toure's chinese successor at the ITU? or ted turners daughter the main host of peace laureates and reformer of what journalists cover out of us


for example if we are to sell education receivers to groups of 5000 farmers families I would suggest this is the first ting they would find unforgetable to see on yazmi Believe in yourself | D'Banj | TEDxWBG


................,.equally if whole parts of the african continent are to stay vibrant then the number 1 leadership message of jim kim inside and outside the world bank and to every millennial as we start 2015 in not just ending ebola but having community health training massively mobilised is job number 1 of both economists and socially trusted people which I hope includes educators! - I am trying to locate the best first resource that needs to be beamed down on that - of course help with such a search is most welcome


 top 10 lessons from first 20 years of brand chartering partners in global social value leadership -more on unseenwealth crisis that intangbles valuation has become greatest maths error in the world- a sustainability critical issueMYeconomics: Transparency and Accountablity of Global Social Value - Those responsible for identifying trillion dollar sustainability impacts should be required to publicly answer who would uniquely miss what if xxx did not exist - reason 1 citizens and #2030now millennials can then feedback whether specific trust-flow promises are being kept ,  2030nowjimkim2transcripts.doc reason 2 - collaboration citizens and investors can also audit if global social sectors (eg health) are being served by the most purposeful win-win systems . Note every sustainability crisis in the world today involves exponential collapse of one or more sectors that are not optimisin multi-win models and goodwillBecause of the BBC's failure, it is critical that open education's purpose empower milennials sustainability  The British Broadcasting Corporation entered the age of globalisation as the biggest investment the public had ever made in broadcast media. The global social value of broadcast media could have been to help report which trillion dollar sectors that were failing sustainability's win-win goodwill tests. The failure of the BBC to do this needs to be examined: is it too late for the BBC to support millnnials sustainability by living broadcast media's world service purpose?. If it is too late : 1) who will take over this purpose 2) do the British people understand how much the BBC has been responsible for not empowering millennials greatest goals of #2030now.  more on this      

can you help under 30s make 2015-2025 the most exciting decade of human and planet sustainability? chartering's 20 year search for partnershipos with the most unquely purposeful brands and leaders continues .... text us in washingtin dc 240 316 8157 or  rsvp to nominate worldwide's most exciting brand to charter as we celebrate 2013 year of the MOOC - 41st year of maps started in The Economist for promoting 2010s as worldwide youth's most productive , collaborative and heroic time to be alive

charter trillion dollar purposes of the 7 wonders -markets whose global village value exchanges offer greatest pro-youth freedpm of purpose

charter purspoes of pro-youth economics brands : The Economist &  BRAC 1 1.2 1.3 ..  ?2 Grameen 2.1 .. ?3 BBC 3.1  .  ?4 Whole Foods 

2013-2015 nations to brand charter with most up/down impact on youth

  • Bangladesh
  • China
  • South Africa
  • Japan

Places with special brand chartering leverage:

  • San Francisco - positive impacts of open education
  • Budapest - positive impacts of Soros
  • Boston - positive impacts of MIT

 DC - negative impacts of powering over peoples in anti-youth way; Brussels and Berlin - negative impacts on powering over peoples in anti-youth way; New York - wall street greatest youth economics cancer of all time still not addressed using legal resources Obama had within his reach.....................................................................................



 From 41st Year of Entrepreneurial Revolution Glossary started in The Economist 1972- an open curriculum project of Norman Macrae Youth Foundation

when an organisation invests profit from customers in preventing them from enjoying its future innovation purpose, it quickly loses its unique value multipliers in serving- where brand is truly valued its future worth is zero unless decisive transforrnation action is taken by leadership and with all of the organisation's producers (extending through its partners value chains )

Future History System SWOT - all man made system futures either

O exponentially compound Opportunities to grow (virtuous spiral)

T exponentially compound Threats to collapse

most of an economics future value exchange capactity including epoential up or down is already invested in the relationship history of the system

S strength what leaders can be openly proud of celebrating about systems health to serve

W weakness what leaders need to ensure organisation works hardest on because they signal system weaknesses including its cancerous capacity to multiply conflicts





CEO Disease (Goleman) is an organisation design where messengers are shot if they pass news of weakness or emergung threat up the system- in such organsiations the top becomes the most paralysed part of the organisition to deal with change- it often reacts by trying to build defensive barriers , monoplies- 

Interactive Challenge: every valuable frame from business management disciplines such as communications, organisational behaviour, knowledge management, strategy, business modelling can be integrated into the Chartering Thoughtpad. If you don't see how to link your favourite professional frames of reference, post us your terminology to  and we'll show you how or email

Chartering Thoughtpad

Windows <1> to <15> click to 1996 Handbook ; 16 to 20 links to Value Exchange (VE) Business Modeling



Brand profile


What is the brand's leadership domain, and what is the core connecting message?

What would people miss if this brand did not exist? What is the brand's promise?




What inventory of consumer codes are invested in the brand? How is each code actually being leveraged in branding smart relationships?





What else carries over from yesterday's relationships with consumers/clients which explains why we are who we are?

What effect does past culture have on the future?


FUTURE NEWS What else to "do now" to keep brand newsworthy and fit for competing in future business environments?

What sorts of products/services will it have in five years time?



What else can (re)create leadership and ensure that we cannot be outpositioned by competitors?








As the economies of new types of media proliferate, how do we ensure consistently efficient integration of contributions from all of our creative agencies? "Glocally"!?

What jobs are the different media channels doing?



How do we get perceived competitive quality and value consistently right for every consumer and customer with every product and service directed in the brand's name?

How do we set goals and measure performance?



As brand formation flows across the organisation, is every department contributing optimally to the success of the brand?

Are experts sharing their topline knowhow on process opportunities and risks?



Are we making full use of new marketing rules associated with umbrella and banner brands?

Do managers understand how marketing's "rules of targeting" must be balanced by "rules of connecting"?



What else would enhance teamwork and support balanced management of the brand's objectives? Eg how do we appraise managers for what they contribute in the medium term as well as the short term?





Innovation profile


What is brand's role within brand architecture? (eg corporate brand, product sub-brand?), Is the architecture focused at right levels and suitably interconnected to lead our sphere of business whatever types of world class competitor emerge?

Which employees feel threatened if we change our brand archi-tecture?<11>



Are there any other disconnections between our strategic visions and the totality of our brand architecture? Eg do we have the right core competences?

Who will be our competitors and will be our partners?





Are there disconnections between our organisational missions, roles, culture etc and our brand architecture? Eg do we set the right performance goals for branding to keep control of the added value chain?





Is the brand's purpose motivating enough and so well understood that everyone in the business team urgently senses what to "do now"?

Who is really responsible for the brand's goals?

Are we fearless in identifying with the change scenarios that will earn our stakeholders' trust?






What else connects each brand and the brand architecture with prioritised organisational capabilities and strategic competences?



Value Exchange

business MODEL


VE profile

What value do consumers uniquely want from us? ( If our VE is not already buyer-centric, when & how do we change from being seller-centric? )

How do we build this in as a win-win in our VE Business Modeling?

What value do employees most want from us?

How do we build this in as a win-win in our VE Business Modeling?

What value do partners uniquely want from us? Which of these partners do we see as short-term and which long-run? How do we build this into our VE Business Modeling?

What value do the right investors for our Unique purpose want from us? How do we build this into our VE Business Modeling?

Who are the other stakeholders whose relationship loyalty we depend on? What do they want and how do we build them into our VE Business Modeling?

profiles illustrate diversity of deep perspectives of people in same expert networks


Brand Chartering is the signature media leadership service of world class brands associates founded by The Economist's Unacknowledged Giant in 1988. Details on how and why brand chartering helps peoples and places invest in the next generation out of every community. Furthermedia &  leadership resources: Entrepreneurial Revolution (since 1976); net generation futures (since 1984).

youth most exciting survey?


For the net generation to be 10 times more productive than any other , youth will need to value and celebrate those leaders capable of hosting 50 exciting productivity project networks at the same time. Norman Macrae, The Economist. Norman concluded this while writing the authorised biography of John Von Neumann commissioned by Sloan Foundation (more).

 Johnny grabbed other people's ideas, then by his clarity leapt five blocks ahead of them. and helped put them into practical effect. We think this is the social action that smart people exist to mediate - especially when you joyfully adopt Johnny's belief that computers will allow research teams to tackle one hundred times as many projects 100 times more quickly.

This clue came to Norman nearly 20 years after starting Entrepreneurial Revolution's search in The Economist Xmas day 1976 for ways of transforming 20th C organisational systems and professions into ones that would celebrate productivity of 21st C youth. Other clues included

  • 1982 service economy - intrapreneur;
  • 1984 net generation economy;
  • and those from nearly 10 years of research after 9/11 that recommended trusting muhammad yunus and worldwide youth's most productive economist and innovation agent. 
2 big questions this web aims to linkin thru 2010s across certified practitioners of brand chartering-

1 who around the world is a meta-hub for hosting 50 of youth's most exciting productivity project networks? example 7-year research of youth producivity networks inspired by muhammad yunus is now available - search processes included creation of web in 2005, yunus 2050 bookclub on pro-youth economics est 2007; 10000 dvd club est 2008; hosting 69th birthday wishes dialogue in dhaka, 7th decade wish conference at university of Glasgow 2 July 2010 

2 how do such leaders maintain uptodate (and collaboratively publish) one-page charters on each project's urgent next actions and all projects interactions -both those linking in their most exciting youth productivity networks and those of like-minded pro-youth economists. leaders and journalists worldwide?

Join in our Nings : Norman Macae ; LeadersandYunus;

& Nobel Laureate Yunus media : ; Journal of Social Business



  Example of urgent chartering processes needed Fall 2011

Y1 President Sarkozy and Nobel Laureate Yunus have been working for 3 years elapsed time on making a top agenda of Cannes G20 summit Nov 2011 food security challenge of how to end poverty of 1 billion members of farming families 

chartering questions:

which project networks have knowledge that connects with this? eg Y4 social business funds of danone? Funds of credit agricole stewarded by Grand Duchy of Luxembourg? Y41 WholeplanetFoundation- 40 micromarkets owned by developing agricultural communities. Y24 Bank a billion and Y7 Jack Ma’s virtual market a billion Y12 Japan-led crop science - download file to connect Y-legend with your own solutions to productivity challenge of ending poverty among billion farmers

 if you live in a G20 country, is your leader aware of what youth productivity networks in your country have projects that connect with ending poverty of farming families?

how will the pre-, during and post news coverage iof this summit be covered so that this issue links in to positove worldwide youth actions

We are launching Norman Macrae Foundation. Its focus is to collaboratively map where to survey youth's 50 most productive projects of 2010s (it doesnt have to be 50!) Over time my father's peers will work out how to embed particular journalists in particular decade long evolutions

84-24 :Charter How NetGen Changes



Communications: boss versus empower


Nations and Politicians

Future's History


Dp you know of more relevant charters on these contexts if youth are to enjoy chnaging the 2010s than these golden oldies started in 1984?


Types of Projects – Network deadlines

Cannes NovemberMadrid NovemberLondon Summer 2012 
Types of Project – Regional collapse of youth productivity
USA CollapseArab Spring Collapse including BEuro CollapseEcology Collapse eg Japan
Types of projects wrong economic metrics and dynamics
Compound purpose/risk -Lack of trust/colaoirationExpoentials bubblesLack of transparent multi-win models
Types of projects – wrong education-media for youth productivity
Types of projects – trillion dollar races
Who owns bankabillionWhat extreme innovation partterns ChinaWho owns 10000 rural telecentres or poorest virtual marketsNext energy and sustainability critical

Previously in the 1990s we published with The Economist Intelligence Unit how leaders can charter sustainability of greatest projects embedded in brand architectures- while the masterquiz methods remain valid, our work in the 200s has overlaid multi-win business models capable of mapping which netwporks are expoenetially sustaining as much as 100-win purposeful contexts and which like wall street 2008 are spinning 100-lose situations.

Brand Chartering's 12 Magic moves in helping leaders , youth and yunus save sustainability investors from Wall Street Economics serial slumps


the best way to brand the new economics journal of yunus is to turn the inaugural cover into a fashionable folder size file cover that influential summit people can keep their notes in
before doing this, it is urgent that I know who your final top 100 list on the backcover is - now that we are 15 months into searching through yunus nominated 3000 leaders,   Which institutions are the top 100  most active supporters of pro-youth economics.
Aditionally, if you and
adam smith scholars circle have advanced any of the back pages (in the 1843 Economist format) that will update like a diary of world's most exciting project partners (leaders and youth of yunus) please show me what progress you have made
chris  wash dc 1 301 881 1655 skype chrismacraedc


ID Economics - source Brand Chartering (EIU)
there was an old trick with The Economist - getting a logo that could be seen when presidents were reading it; need to find a way that Yunus is confident to sample leaders with the folder


Ultimately those who believe that the best shareholders can do with banks in wall street 2008, mass media is News Corps News of World. making global utility markets is Enron, Accounting is Andersen, European milk is Parmalat ... are economically wrong and socially wrong. The simplest question all need to keep asking to free a global market to improve our children's futures and productive jobs is - who would uniquely miss what if that did not exist? While value multipltying business models integrate wins of many different sources of who - the most vibrant source in freedom of speech democracies is society. In any truly free market, if you destroy all of society's trust , you bring the value society credits you with to zero- and in value multiplying worlds however many billions of dollars business partners' professions value you at billions*0=0 not what most global professions model in the pre-networked world using the separability arithmetic of value add billions+0=billions
Brand Chartering was developed bt media practioners who wanted to do some good at start of 1990s in response to major mathematical errors in valuing brands. Chartering empowers company leaders to host workshops identifying the most relevant flows of everyone's knowledge of how to keep sustaining the most valued purspose you all could lead. Valuetrue : By 1998 it became possible to turn the core questions of chartering unique purpose into valaution and governance methods that sustain expoenential growth by firstly ensuring no conflicts can enter the organisation and so turn it into a market bubble. NOLOGO! The first corporate brand we were asked to value was Andersen in 1998- we predicted a value of zero unless hi-trust leadership interventions were made. Andersen partners preferred to spend 40 million doilars on a new logo campaign and so led their organisation to zeroisation - if you urgently want to save a multibillion dollar corporation from col;apse, or too big to fail players in a trillion dollar global market from reducing our children's chances of sustainability - our washington dc hotline is 1-301 881 1655 skype chrismacraedc, email -  here we invite you to join us in doing probono chartering research on the most exciting networks of leaders we know of 


Open Projects - we are currently inviting world citizens to help brand charter the following possibilities

The Economist 2.0

Social Business BBC - The Road from Glasgow Job Creation Festival summer 2011 to Olympics Job Creation & Sustainability Festival 2012

DC Spring 2011 The Declaration of Interdependence now that 297 congressmen have voted to assemble around dr yunus genius economist

if you have ideas for other open brand movements that can collaboratively multiply goodwill and actions of the net generation's 2010s as most exciting decade, please email or skype isabellawm family foundations (washington dc 301 881 1655)


Brand Chartering is the primary methodology of living and learning the brand  - valued as purposeful system of productive and demanding relationships. In the early 1990s, Chris Macrae and associates (World Class Brands Network) proved the innovation methodology of Brand Chartering and wrote it up in the Journal of Brand Management and in the book published by The Economist Intelligence Unit and Addison Wesley. To start the third millennium, a triple special issue on lessons learned about Brand Reality was commissioned by the Journal of Marketing Management 1999.


 Next came the integration with maths of sustainability exponentials including transparent metrics of how  company’s goodwill and compound risks are spinning.  This pioneering work connected with the missing microeconomics of entrepreneurial revolution that Norman Macrae  became the leadership epicentre of at The Economist from 1976.  More recently we have been working with Glasgow University to ensure our maths is congruent with the sustainability economics frameworks used by the genius economist and Nobel Laureate Muhammad Yunus. We support the goals of the 2010s as net generation’s most exciting decade by offering zero per cent interest loan for launching a new journal on the economics of sustainability exponentials.


Since 1998, we have tracked hundreds of organisational systems that have taken billion dollar hits to goodwill because they failed to audit these exponentials in a multidisciplinary and detailed enough way.  We now have a priority focus on brands that intend to multiply the most upward value of Asian Pacific worldwide century. We can offer a company a feasibility overview for $15,000 plus our of pocket expenses applied to its most valuable brand. This assumes that the company’s headquarters is prepared to show us all types of external data collection made to monitor the integrity of the brand’s relationships and that members of the board are prepared to take a 15 minute brand chartering quiz designed to map  the extent to which they have  congruent view of the dynamics (including opportunities and threats) of brand leadership.


A fully integrated approach requires the training of internal auditors whose work need to be carried out at the same cycles as other performance metrics governing a company. Alternatively companies may wish to use the new information ion compound opportunities and threats strategically in which case we offer workshops to ensure that all leadership consultants work from common strategic maps    


Contact Chris Macrae Washington DC 301 881 1655 or :


If you may want to commission brand chartering work


If you wish to apply to become a certified open source supplier of our methods. We do not normally certify those whose business offers particular types of communications execution (advertising, PR and corporate identity signage, web marketing, database marketing etc) since auditing and valuation methods need to be independent in assessing economics of executional budgets.


If you have been offered Brand Chartering by a non-authorised agent and were unhappy with the quality of work offered.



To celebrate my father Norman Macrae's work as the journalist of the internet (est 1984) and Entrepreneurial Revolution (est 1976) we invite young people to help edit the future of the 2010s from the 20 most exciting perspectives that movements of the genius economist Muhammad Yunus search out 

Top 20 identifiers of 2010s most exciting decade get updated at 2000 person -Youth & Yunus- future capital festivals starting with Glasgow summer 2011. Themes in the rce to poverty musuems we are currently working on:

MicroEconomics Foci.

  • Village-poorest banking
  • Urban youth poorest banking
  • Job Creation
  • Health
  • Microeconomics SMBA & Sustainability Professionals
  • Info Tech (mobile bridging of digital divides)
  • Green energy & abundant organic agriculture
  • Water including factories & communities working on a zero-waste future
  • Community & Poorest-owned (free) market sectors
  • Education to teens
  • Education teens
  • e-gov including community empowering social dynamics of daringnation 
  • Social Business Stockmarket & Funds 

Asian-Pacific Sustainability trade & multi-win leadership maps:

Guide to discussing sustainability as the greatest media partnering opportunity ever

global social business ABC - draft 1 improvements welcomed


most purposeful NURSING AGENCY.

safest bank 1 2

most inspired mobilising of technology

league tables of 100 million job creation centres

Brand Chartering is the practitioner methods network of World Class Brands. We hve become world leading experts on valuing long-term trust's compound impacts. Formed in 1989 our network believes media and metrics can be used to advance human progress with  priority on ending poverty as chrtered in 1984 by Mac&Mac. Led by Scottish economists and entreprenurial networking, We disagree with the late 20th century notion of spend as much as possible on advertising spots. We are interested in identifying leadership that values exponentially sustaining the world's most purposeful - through markets that are free to value multiply for and by all truly integrating purpose. Chartering begins every analysis with the core question of Unique Organising Purpose- who would uniquely miss what if this did not exist? 

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:

  • banking
  • health
  • energy
  • kids edu
  • profs edu
  • all kinds of media
  • all levels of place gov & egov

UnGlossed (www thanks!)

Brand ..Action-Learn

Do Nows

Reality: Pride & Passion


... UOP (opposite system map to USP)

..Commns Trust*Promise



Our cheerleader Norman Macrae died summer 2010 but the work of changing economics (and restoring all professions' community sustaining  integrity nd job creation joy) remains our most important focus of 2010s- Wshingtion DC 301 881 1655


The unacknowledged giant

The unacknowledged giantAdd to Playlist

Grameen-Yunus brand architecture charter to 2015 –Draft 0

Unique Purpose –  Guide to why Grameen offers the global number1 leadership brand architecture of sustainability - to vice chancellors, where will your business school be ranked if it doesn't urgently contribute to the missing curriculum students talk about all over the world; to benchmarking club of 100 global brands CEOs - how do we celebrate your global market's freedom to value sustainability exponentials?  to... 

Nobel Laureate Dr Yunus & Grameen are at epicentre of Bangladesh's gift to the world since birth as a new nation  world's greatest invention -  without which there would be no opportunity to celebrate the ending of poverty as the defining goal of our net generation


Essence:  if Grameen's celebrations of humanity didn't exist: world would miss last chance of 2010s to turn round system crises to a sustainable globalisation

Lord Kinnock: A Global Creative Revolution

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.

Which countries' laws permit banking for the poor?

Identifiers: 1 Grameen & Nobel; j7.jpg

2 Yunus & founding 4 ;3 Bangladesh ; 4 Micro; 5 YY;  6 Joy of Life- community 16 decisions ; 7 Women-Entrepreneurs; 8 Yes We Can summit & forums;  9 social business model open source certification= YunusCentre ; 10 ChangeWorldAgents Flagship services :  microcredit banking for poor; green for world;  mobile-internet for poor; exponentially sustainable system design = pro 2.0;  Next bridges in changeworld mindsets:Health10 times more economic

Heritage:Micro’s 7 multipliers heritages of community:Banking*Health*Education*Media*Eco-Energy*SMBA (system transparent professions)* Yes We can Gov that empowers
Best news yet of the history and goals of millennium 3:  Nobel now values most of all sustainability navigators who help people map the gap between economics and peace. This is a scary system crisis that tv mass media inadvertently spun from world war 2 on. It has now been demonstrated by world class brands practitioners to be one of the 2 greatest root causes of community sustainability crises the worldwide

FutureMapback 2015 goals and celebration journeys:15141312 YYOlympics –london/bbc chance to share of voice sustainability celebrations not just spec sports11 YYmovie blockbuster10 YYkenya best ever microcredit summit; YYDhaka best ever leaders 70th birthday quest09 YYBerlin -20th fall of Wall  Missing partners to fill next? Education &


  • YunusCentre newsletter 
  • Joy of Life decade being offered as co-brand to all of 2010's world sports events 
  • summits- global social business media berlin nov07; microcreditsummit, kenya april 2010; dr Y's 70th Dhaka, June 2010
  • world stages India Parliament: dec 2009,..
  • student clubs and leaflets ; citizen forums
  • 2011 ETA of billion person blocbuster movie
Quality/valueBanking & MicroEverything for:“poorest”children of the poorestUltra-poor Different goodwill models of non-profit, for profit, social businessFLOW Don’t have information on departments of partners of Grameen to begin to map how 30000 grassroots army transforms to all serve worldwide inquiries, and collaborate seamlessly with other poverty museum race networksRisks of over-extending umbrella Will the real Microcredit please unite the world again? How to open source 7 Micro Wonders without losing Micro? 

Brand Architecture : Grameen Danone; Grameen BASF; Grameen Veolia; Grameen Intelmore

bankabillion & partners of grameensolutions

Strategy Architecture - which leaders will first get the entrepreneurial revolution of changing global markets round to sustainability?

Org Architecture- Map out 10-win circles of productivities and demands Triangle of news, education and open source certificationDrama of LeadershipTop 10 parables of each future year Top 10 parables of all time Bangladesh’s 6th 7 year plan to end poverty =millennium goal worldwide plan

worldtrustrisk10.jpg youtubes ; futurecapitalism

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 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 

COMMN'S EssenceID System HeritageFuture
ACTIONS MasterbriefQualityKnow-Flows Extension
LEADER Brand Architect Strategy Architect Org Architect Leadership Drama

scroll to bottom of webpage for news of section updates




Branding crises are caused by the system's subconscious impacts- if we can improve human understanding of these practices of Brand Chartering then we can turn the crisis of branding being used to compound loss of sustainability around
.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 1 - brand essence

chapter 2 identity system - brand & neural network conditioning

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Saturday, October 23, 2010

Series Connecting Economist 2.0
1 will you be in london and able to attend the party at The Economoist 16 Nov
18-30-20.30 celebrating my dad's life
2 during the day before and day after several people will be in town who are collaboratively structuring different types of media and entrepreneurial revolution host spaces (eg jonathans 6000 entrepreneurs in 50 cities) with a job creation focus around knowhow of dr yunus who was recently voted genius economist in us congress ;  I feel there must be overlaps between your multiple education media interests creating smart communities  developing SME entrepreneurs in middle east countries and exporting their learning programs to other places where microentrepreneurs need to be mentored
3 under zasheem's coordination of Scotland's centre for development non-profit, and having just returned form a fortnight of meetings with dr yunus in dhaka, we are hopeful of finding a way that next summers glasgow festival of yunus will involve several thousand youth; there will be stalls for social businesses that are helping youth make the 2010s the most exciting decade; I hope you will be able to join in; zasheem is the person to develop ideas with; it is also a big wish to connect artists peace corps led by dr yunus' daughter at ; there is also a new journal for explaiminmg the cases of those who are connecting 2010s s most exciting decade for youth and joyful economics
The Economist 1.0

James Wilson Final Paragraph, Prospectus for Birth of The Economist, August 1843: And lastly—if we required higher motives than bare utility, to induce that zeal, labour, and perseverance against all the difficulties which we shall have to encounter in this work—we have them. If we look abroad, we see within the range of our commercial intercourse whole islands and continents, on which the light of civilization has scarce yet dawned; and we seriously believe that FREE TRADE, free intercourse, will do more than any other visible agent to extend civilization and morality throughout the world—yes, to extinguish slavery itself. Then, if we look around us at home, we see ignorance, depravity, immorality, irreligion, abounding to an extent disgraceful to a civilized country; and we feel assured that there is little chance of successfully treating this great national disease while want and pauperism so much abound: we can little hope to improve the mental and moral condition of a people while their physical state is so deplorable:—personal experience has shown us in the manufacturing districts that the people want no acts of parliament to coerce education or induce moral improvement when they are in physical comfort—and that, when men are depressed with want and hunger, and agonized by the sufferings of helpless and starving children, no acts of parliament are of the slightest avail. We look far beyond the power of acts of parliament, or even of the efforts of the philanthropist or the charitable, however praiseworthy, to effect a cure for this great national leprosy; we look mainly to an improvement in the condition of the people. And we hope to see the day when it will be as difficult to understand how an act of parliament could have been made to restrict the food and employment of the people, as it is now to conceive how the mild, inoffensive spirit of Christianity could ever have been conceived into the plea of persecution and martyrdom, or how poor old wrinkled women, with a little eccentricity, were burned by our forefathers for witchcraft.

10:53 am edt 

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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 gatherings

 within my searches since 1995 the most exciting benchmark of this sort is - 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

 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.