The Medinge Group: What is it?

Back from Sweden now, and proud to be associated with the birth of The Medinge Group, a movement of activist brand autho...

September 3, 2003

Back from Sweden now, and proud to be associated with the birth of The Medinge Group, a movement of activist brand authors, practitioners and academics…but what exactly is The Medinge Group all about?

What – exactly – is our big idea?

Well, we don’t have a big idea. We just try to influence businesses to become more human, and more humane, as best we can, within the limits of our own human frailty.

In fact we reject ‘big ideas’ as the stuff of branding. We have a very small idea.

“We note that global businesses and global society both comprise the same people. Us”.

We try to act on the implications of that trusim. Any mistrust between these two groups must be the result of shizophrenia, or a crisis of misrepresentation. Or inhuman branding.

We observe that most businesses get in the way of value creation. They are less than the sum of their human parts. With enough determination, we believe businesses could be so much more.

We are ambitious. We dream of improving all prevailing business structures and processes that tend to divide, rather than unite, human agendas.

The Medinge Group is an open movement, which exists to explore viable alternatives to these entrenched systems. We wish to accelerate any humane change which grows from the people up, out, and across enterprises and societies. We embrace alternative business models.

Simple. Human. Real.

Tagged as: Uncategorized



Comments