Knowing whom not to
listen to
As our sister magazine Lucire
prepares to launch a print edition in Romania, Jack Yan credits
ignoring advice that would have put the company back into the twentieth
century
Starting the axis
of good
By viewing al-Qaeda as a brand, it doesn’t seem
as daunting—and that its communication techniques can equally be
used for good, writes Jack Yan
Well Beyond Branding Beyond Branding is more than a book: it is
a real call for change in the way business is conducted. That change
does not start with branding departments, but with you as an individual,
says Malcolm Allan
Is your brand
going to graduate or be stuck in adolescence?
Too often, the brand is considered in isolation.
Joseph Benson and Bret Kinsella argue for a more holistic
approach to brand development, and include the consequences of branding
as part of that
Branding and the international
community
Nation branding could promote a sense of the international
community and prevent countries from following a course of realpolitik
at the expense of global harmony. Jack Yan examines the branding
of foreign policy
Spirituality
and business: the next movement?
Spirituality and business might seem odd bedfellows
at first glance, but is that because we view the latter as
corrupt and materialistic? If we believe in the goodness that commerce
can do, we should be able to accept and promote what might be one
of its roots as the next big step in strategy. Jack Yan’s
paper, delivered in Amsterdam on January 17, is reproduced here
Beyond
Branding: How the New Values of Transparency and Integrity Are Changing
the World of Brands, edited by Nicholas Ind
£25
One of the most important books written about branding,
Beyond Branding has authors reading much like a who’s who
of branding—Malcolm Allan, Simon Anholt, Julie Anixter, John Caswell,
Thomas Gad, Sicco van Gelder, Tim Kitchin, Chris Macrae, Denzil Meyers,
Alan Mitchell, John Moore, Ian Ryder and Jack Yan—and led by seasoned
branding consultant and author Nicholas Ind.
The authors propose that branding could be used as a
tool for good, approaching economic democracy from a different angle.
It could be, for instance, a tool that would reveal the truth about organizations.
Thirteen chapters in Beyond Branding include topics on authenticity,
transparency and sustainability—but not delivered to make the book a trendy,
mid-2000s purchase. Its aim is to identify these issues and give readers
a choice. Order
it from Amazon.co.uk.
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