Branding for Sustainability
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Branding is a quite old practice in business context, but with brands undergoing transformation as the world we live in, and in between the No and Pro Logo Communities there is both critizism and hopes to be given.
The Good Logo in between - Branding for Sustainability?
Can Brands Change the World?
(where questions are more important than answers, right?)
The main topic and intention of this lens is to bring Branding, Business and Marketing back to serve Planet and People with consciousness - and unifies in the overall intention to Make Sustainable Prosperity Future for all.
Spirit, Honesty, Integrity, Trust, Transparency, Cause, Values, Quality and Meaning are all forming your Identity and Brand. And consequently, who identifies with you - and Walk Back To You if you Walk Your Talk.
Loyalty.
And to really be regarded as "sustainable", the core of the brand needs to have the three P's in its intention - People Planet Prosperity.
How do you build, construct, materialize, communicate and transfer these immaterial dimensions - in the end making a world better than before you were there to take your share of commitment and responsibility to the market?
This will be the coverage areas and domains claimed to have this lens as a starting point.
Related Links on Sustainability Branding
- Medinge Group
- International Think-tank for Branding. Publishes Brands with a Consciousness list annually in December end of Year, and meets bi-annualy. In a Winter Retreat somewhere in the world, and Summertime in August in the Medinge Sateri (www.medinge.com).
- Top Brands with a Conscience Award 2004-2006
- See all press releases who were chosen to be Top Brands with a Conscience here.
- Ignitionwear - Sustainability Profile Clothing
- A venture to be launched by On a Mission Sweden in 2006 greater scale - a brand for sustainability profile clothes fair and sustainable traded with organic cotton and sweat-shop free from India, consciously from the first element of its Brand Code with sustainability as main component. I am the co-founder of it.
- Blog Filter: Branding for Sustainability
- This direct link gives only the categorized blogposts related to communication, marketing and branding in association to sustainability filtered and listed from my blog.
BookRoll: Some relevant titles - so far
(I will with my intention pick together an eBook directly dedicated to BfS)
Beyond Branding: How the New Values of Transparency and Integrity Are Changing the World of Brands
The first book that was produced from the Medinge Group - an anthology from selected Medinge Peers, edited by Nicholas Ind
Amazon Price: $27.50 (as of 07/14/2009) 
Living the Brand: How to Transform Every Member of Your Organization Into a Brand Champion
One of the main titles of Nicholas Ind - uses e. g. Patagonia as case study - see his other pub. from link list
Amazon Price: $19.77 (as of 07/14/2009)
4-D Branding: Cracking the Corporate Code of the Network Economy
Thomas Gad on the four dimensions of the brand - where I want to highlight
Amazon Price: (as of 07/14/2009)
The Brand Chartering Handbook: How Brand Organizations Learn 'Living Scripts' (Eiu Series)
Initiator of Medinge, Chris Macrae
Amazon Price: (as of 07/14/2009)
More details: People, Topics, Other Resources
- Nicholas Ind: Living his Brand
- Nicholas Ind is one of the core members of Medinge. Here is his list of topics and publications. One of the most published Medinge Members.
- Thomas Gad: 4D Branding and Managing Brand Me
- Thomas Gad - another core member. Pioneering in concepts as four-dimensional branding and applying it to You[tm] as well! And it is not making yourself to a commodity, to my view...
- Jack Yan: His Personal Webpage
- Multi/serial entrepreneur, founder and owner of Jack Yan&Associates, with e. g. the first fashion magazine going online and then offline, also the first publication of this kind to associate itself to UNEP - United Nations Environmental Program - www.lucire.com. Books on Typography as one other expertise held, and links to his ventures from his content-rich personal web.
- Chris Macrae: The Initiator
- Chris Macrae was the initiator of the Medinge Group and made the group come together in the first place. He comes soon with a book painting the whole picture - the Map! Intangibles Value Assesment. See BookRoll above. And prepare to some heavy mouthful of content when entering his ValueTrue website!
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''There is a long way to go until the world is 'Re:Loved' as my personal motto reads - meaning a world where you meet your fellow human being with Lov...
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