I am still saturated with inspiration from the Medinge think-tank meeting in Lisbon last week. Sixteen participants delivered valuable content. There were participants present from Russia, USA, France, UK, Norway, Denmark, Germany, Spain, Portugal and Sweden. The Medinge Group is a not-for-profit branding think-tank which aims to influence businesses to become more human and humane.
Some of the topics that were covered exposed. Branding 2.0. Evolution theory applied on Brands. Brands are always in the process of evolution. The involvment of all the stakeholders in the Brand. The Earth as a stakeholder. Overprotecting the brand. Transaction processes. Communicaton sciences. Social corruption. Everything i constant Beta Infatuation in augmented reality games. Degrowth Smart growth. Focused growth. Mindful consumption. Responible consumption. Sustainable consumption. Create role models that stimulates smart growth. Open up organisations to consumers and other stakeholders so that they help to create solutions. E.g. responsibilisation of the self. Greenwashing of brands. Building bridges is much better han respecting frontiers. Interdisciplinary science. How to promote cultural change within the organisation. Internal driven strategy to promote change.
The Medinge Group philosophy
The Medinge Group believe that change can happen at a business and societal level simply by pursuing the principles of compassionate branding. Each of our members has particular expertise which enables them to make a unique contribution to the Group and to clients throughout the world.
Heritage
The Medinge Group meets twice a year to discuss and debate ideas about theory, strategy, and trends in international branding. In January we meet in Paris, in August in Medinge, Sweden. Thomas Gad, brand visionary, author and founder of Brandflight spearheaded the formation of the Medinge Group, inspired by Chris Macrae. He invited leading brand professionals from across the world (many affiliated with the Institute for Brand Leadership) to attend the first meeting in 2000.
