For immediate release JY&A
International think-tank announces The Journal of the Medinge
Stockholm and Wellington, August 23
(JY&A Media) The
Medinge Group, a Stockholm-based think-tank on international
branding, today launches its new yearly online publication, The
Journal of the Medinge Group at <http://medinge.org/journal>.
Exclusively digital, the collection of essays and thought provides
a window into the think-tank’s evolving vision of humanistic branding.
Medinge is closely watched in the business community
for its vanguard thought. In 2003 the group inaugurated the yearly
Brands with a Conscience award, which is frequently cited in international
media. Medinge’s gurus are sought after for their cross-category
The first issue of the online Journal contains
articles by 10 members of the group, on interdisciplinary subjects
ranging from internet branding, strategy, PowerPoint, design, place
branding to innovation. There is also an article authored by the
late Colin Morley, a Medinge member who died in the 2005 London
Underground bombings, and whose 2004 ‘On Conscience’ is considered
a seminal essay on the topic.
The Journal of the Medinge Group
will serve as a valuable resource to the public, where in-depth
access to the most up-to-date thinking from our group can be found.
It also allows our members to post articles in a free forum for
interaction and discussion, which we hope will stimulate constructive
dialogue in the branding community, says Stanley Moss, CEO
of the Medinge Group.
As the Medinge summit begins this year,
its a pleasure to be able to offer some of our thinking to
the public for free, says Jack Yan, a director of the Medinge
Group. I look forward to seeing the conversations that the
Journal will create.
The first issue consists of:
by Malcolm Allan
Places—countries, regions and cities—are increasingly
developing strategies for brands. This is because they find themselves
in competition with each other to retain and attract talented and
creative people, innovative businesses, investors and consumers.
The goal: offer valuable services and meaningful experiences to
those they seek to influence.
Business, Brand, Innovation and Design
by Ava Maria Hakim
This article looks at the design system and its
impact on value creation, business and brand. Several informative
diagrams and charts included.
PowerPoint—Rhetoric Machine (French)
by Pierre d’Huy
Is PowerPoint an aid to communication or destructive
force in the art of rhetoric? This essay in French deconstructs
the controversial Microsoft presentation program from the point
of view of a mediologist, making references to works by Roland
Barthes and Régis Debray to support its conclusions.
PowerPoint—Rhetoric Machine (English)
translated by Stanley Moss
Pierre d’Huy’s commentary of the ubiquitous application,
tailored to English speakers.
Giving Strategy Some Momentum
by Patrick Harris
Many strategies built by organizations are ineffective.
Organizations tend to build snapshots instead of harnessing momentum.
by Nicholas Ind
This paper argues that rather than relying
on the abstraction of research to get close to the customer, brand
managers should work at building genuine relationships with customers
by opening up the boundaries of the organization.
by Colin Morley
An historically significant article written in
2004 examining the intellectual and semiotic underpinnings of brands
with conscience. It is published with the permission of the estate
of Colin Morley; his vision helped shaped Medinge’s yearly Brands
with a Conscience awards, inspiring our yearly presentation to an
NGO, named in his memory.
by Ian Ryder
Organizations often experience failure, either
because of a flawed vision, or a shortfall of values. How then do
we align internal and external communications to create sustainable
competitive advantage as a route to a strong brand reputation?
by Jack Yan
In the world of Web 2·0, the process
surrounding vision, research, exposition and image differ slightly,
even if the ingredients of brand equity remain the same. Loose vision,
informal research and tapping into consumer advocacy all play a
Images for this release may be downloaded from <http://jya.net/070813pr0.htm>.
About the Medinge Group
The Medinge Group was founded in 2000 as a not-for-profit collective
of brand professionals, dedicated to innovative thought in the promotion
of humanistic branding. In 2002, the Medinge Group published a Brand
Manifesto of eight statements encapsulating a vision of healthy
brands for the future. In 2003, the group authored a collection
of essays entitled Beyond Branding (London: Kogan Page) which
explored the ways in which brands could add value within alternative
business and social models. In 2004 the group established the annual
Brands with a Conscience list. In addition to the ongoing BWAC initiative,
in January 2005 the Medinge Group launched an online, automated
speakers’ and experts’ bureau accessible through its website, www.medinge.org.
The Medinge Group www.medinge.org
Medinge Säteri www.medinge.com
Notes to editors
The JY&A three-stroke logo is a trade mark of Jack Yan &
Associates and is subject to protection in certain jurisdictions.
All trade marks are the properties of their respective owners and
are used in a descriptive fashion without any intention to infringe.