News releases

2010 Brands with a Conscience winners

International think-tank announces 2010 Brands with a Conscience awards

Stockholm, Seal Beach, Calif. and Wellington, January 7 (JY&A Media) The Medinge Group (www.medinge.org), an international think-tank on branding and business, today releases its seventh annual Brands with a Conscience list. In the Group’s opinion, these diverse organizations show that it is possible for brands to succeed as they contribute to the betterment of society by sustainable, socially responsible and humanistic behaviour.
In announcing the winners, Stanley Moss, CEO of the Medinge Group said, ‘This year’s awards indicate that principles of compassionate branding are being applied globally, by businesses large and small, across categories from finance to retail to energy, in established and emerging economies, in new markets. Today, brands with conscience can work to build bridges of understanding between nations and societies.’
Ian Ryder, a founding Director of the Medinge Group commented, ‘Winning a BWAC award is more than public recognition—it is a clear statement of your organization’s values, one of the most powerful competitive differentiators in existence!’
The international collective of brand practitioners meets annually in August at a secluded location outside Stockholm, Sweden, and collaborate on the list, judging nominees on principles of humanity and ethics, rather than financial worth. The Brands with a Conscience list is shaped around criteria including evidence of the human implications of the brand and considering whether the brand takes risks in line with its beliefs. Evaluations are made based on reputation, self-representation, history, direct experience, contacts with individuals within the organizations, media and analysts and an assessment of the expressed values of sustainability.
Three years ago the group added a unique category commendation, the Colin Morley Award, recognizing exceptional achievement by an individual or NGO. Mr Morley, a member of the Medinge Group, died in the London Underground bombings on July 7, 2005. The award commemorates his visionary work in humanistic branding.
For 2010, the group has singled out the following organizations as Brands with a Conscience:

Alibaba Group/China
Co-op Bank/UK
Marks & Spencer/UK
Merci/France
Pictet et Cie./Switzerland
SAP/Germany
Selco Solar Pvt. Ltd./India

The Colin Morley Award is given to:

Muna Abu Sulayman/Saudi Arabia

Detailed descriptions and web links follow:

Alibaba Group
www.alibaba.com
A young Asian brand built on the idea that it must exist as an experience to elevate their own or other people’s level of happiness. Jack Ma founded Alibaba in his cramped apartment with 17 colleagues. A decade later, Alibaba Group is the largest e-commerce company in China, with 15,000 employees and more than 100 million users. It also has a B2B unit with a community of more than 42 million registered users from more than 240 countries and regions. This year Alibaba will unveil partnership plans for Grameen China, a project to significantly increase access to micro-credit for poverty alleviation in Sichuan and Inner Mongolia. (Medinge named Grameen Telecom a Brand With A Conscience in 2005, and its parent Grameen Bank was awarded a Nobel Prize in 2008.) Employing the Grameen Bank microcredit model, the group hopes to impact more than 72,000 lives in its first five years.
Ava Hakim, IBM exec and member of the Medinge Group, remarked that Alibaba is a business ‘built on trust, one which respects intellectual property rights and will remove sites which infringe upon the rights of others.’ She also was impressed by the six core values named, which they have successfully applied to their business.

Co-op Bank
www.co-operativebank.co.uk/servlet/Satellite/1193206375355,CFSweb/Page/Bank
The Co-op, founded in 1872, from its origins has focused on serving local communities. Today the Co-op is the only UK clearing bank to publish an ethical statement. Medinge director Patrick Harris lauded the brand, noting that ‘since 1992 Co-op has been building its ethical stance by asking its membership to vote on issues such as animal welfare, human rights and ecological impact.’ It claims to have turned away over £900m in loans to businesses not in keeping with the Co-op Ethical Policy. The commitment to improve their food business’ ethical and environmental performance is in line with expectations arrived at in consultation with 100,000 members. Co-Op was double-nominated this year, for both its banking and food businesses.

Marks & Spencer
plana.marksandspencer.com
In her nomination, Medinge director Erika Uffindell emphasized the focused approach to climate change, waste and sustainability that Marks & Spencer have adopted. With their Plan A campaign, the company established 100 commitments to achieve in five years, clear targets for their business, actionable by people across the group. Uffindell finds the brand very accessible and involving: they have engaged 17,231 customers in making pledges to support climate change and a commitment to sustainability.

Merci
www.merci-merci.com
Merci is a 1500 m² shop for fashion and home furniture based in Paris, France. All sales profits are destined for women and children in Madagascar. The store sells new or artist-reworked donated goods and has had a huge impact. Some goods are sent directly to Madagascar. Merci’s website is especially minimal and modest, yet effectively states the store’s mission. In his nomination, Medinge’s Philippe Mihailovich expressed the hope that Merci’s actions influence others to follow.

Pictet et Cie.
www.pictet.com
This Swiss-based private bank started in 1805. Medinge Director Nicholas Ind cited two significant aspects of the brand.
First, its focus on sustainable development and the redirection of funds in this direction by encouraging the maximum investment in sustainable areas for a given risk: the bank’s management of a Water fund, launched in 2000, which has become the world’s largest of its kind, with over €4 billion in assets; and a Clean Energy fund. The second aspect is the Prix Pictet—the world’s first international prize dedicated to photography and sustainability—mandated to encourage the use and power of photography to communicate vital messages to a global audience. This year’s theme is Earth.

SAP
www.sap.com/about/SAP-sustainability
Today, many B2Bs are silently doing a fantastic job to adapt to our global challenges. Medinge’s chairman Thomas Gad nominated Germany’s SAP, a software company whom he admires because ‘they actually help other companies to create usable metrics in their CSR and sustainability.’ Over the past 10 years, SAP has been recognized by the Dow Jones Sustainability Index for upholding ethical, environmental, social, and governance values in products and services.

Selco Solar Pvt. Ltd.
www.selco-india.com/index.html
Medinge CEO Stanley Moss described Selco as an interesting small business, 14 years old, who supply solar power solutions, mostly in the Indian states of Tamil Nadu and Karnataka. They rely on microfinance loans, employ 140 people, and have done around 100,000 installations of small to large size. They are partially funded by Grameen. Moss was impressed by their cradle-to-grave attitude about product, longevity in the marketplace after a tough start-up, good work on the individual level, private ownership, and the understanding of need for innovation.

The 2010 Colin Morley Award to Muna Abusulayman
en.wikipedia.org/wiki/Muna_Abu-Sulayman
Simon Nicholls, a member of Medinge, nominated Muna Abu Sulayman, who receives 2010’s Colin Morley Award, for excellence by an individual or NGO, acknowledging their contribution to the betterment of society through sustainable, socially responsible and humanistic behaviour. In giving this award, the Medinge Group recognizes Muna’s outstanding work in educational development, poverty alleviation and strategic philanthropy; as Executive Director of the Alwaleed Bin Talal Foundation, developing and implementing operations for humanitarian assistance across the globe; her role as the first woman in Saudi Arabia to be appointed by the United Nations Development Programme as a Goodwill Ambassador; and for exceptional reporting as co-host on popular MBC-TV social programme Kalam Nawaem, in particular her advocacy of rights for women. As a public and media personality, she speaks about issues relating to Arab society, media, building bridges of understanding between east and west. Since 1997, Ms AbuSulayman has served as lecturer on American literature at King Saud University in Saudi Arabia. She frequently appears as a panelist at the Davos World Economic Forum, Jewish Economic Forum, C-100 of the World Economic Forum, Brookings Institute Conferences and other venues.

Patrick Harris, a Medinge director, added, ‘In the list of 2010 Brands with a Conscience winners, we can see a clear focus on commerce and finance. This is no accident. Instead, this is a sign of the world’s markets responding to the need for responsible and inter-generational business activities.’
Regarding his nomination of Co-op Bank, Harris said, ‘The UK’s Co-operative Bank is a prime example of a highly principled business within a traditional competitive landscape. The Co-op are being recognized by Medinge for their values-led business focus and for the impact that they bring to a beleaguered sector.’
Jack Yan, a director of Medinge said, ‘Again, the Medinge Group’s international influence has resulted in a global list of winners, all of which practise our ideals of humanistic branding. I’m thrilled we’ve recognized our first Chinese and Saudi Arabian winners this year.
‘In particular, Selco Solar of India shows a commitment to green energy that is very poignant in the 2010s. Just because fuel prices have dropped from their 2008 highs does not mean that the energy crisis is over, a fact the Medinge Group recognizes.’
Medinge Group member Ava Maria Hakim commented, ‘The message to the world—and Alibaba’s 100 million users—is that China’s Alibaba Group has set a global brand and business benchmark that goes beyond corporate social responsibility to building an integrity-based business driven by long-term vision. Alibaba Group is a Brand with a Conscience of the future.
Erika Uffindell, a director of Medinge, commented, ‘Marks & Spencer is a great example of an organization living by its beliefs. M&S has been recognized by Medinge for creating the innovative Plan A—an initiative that involves customers and partners in their ambition to help combat climate change and reduce waste. Plan A focuses on five key areas: climate change, waste, sustainable raw materials, health and being a flair partner. Marks & Spencer’s ability to involve their stakeholders in such a simple and accessible way has been reflected in their significant achievements to date.’
Nicholas Ind, a founding director of Medinge stated, ‘This year, the Medinge Group’s Brands with a Conscience awards shows impressive diversity and reflects the commitment that brand owners are demonstrating around the globe to building organizations that meet the needs of all parts of society. The 2010 winners come from the UK, China, India, Switzerland, Germany, France and Saudi Arabia.’

Special thanks to Medinge’s 2010 BWAC nominating committee
Paulina Borsook
Thomas Gad
Ava Hakim
Patrick Harris
Pierre d’Huy
Nicholas Ind
Philippe MihailovichÂ
Sergei Mitrofanov
Stanley Moss, chairman
Simon Nicholls
Anette Rosencreutz
Erika Uffindell
Jack Yan

2009 Brands with a Conscience winners

International think-tank announces 2009 Brands with a Conscience awards
01 January 2009

Stockholm, Seal Beach, Calif. and Wellington, January 1 (JY&A Media) The Medinge Group (www.medinge.org), an international think-tank on branding and business, today releases its sixth annual Brands with a Conscience list. In the Group’s opinion, these diverse organisations show that it is possible for brands to succeed as they contribute to the betterment of society by sustainable, socially responsible and humanistic behaviour.

The international collective of brand practitioners meets annually in August at a secluded location outside Stockholm, Sweden, and collaborate on the list, judging nominees on principles of humanity and ethics, rather than ﬁnancial worth. The Brands with a Conscience list is shaped around criteria including evidence of the human implications of the brand and considering whether the brand takes risks in line with its beliefs. Evaluations are made based on reputation, self-representation, history, direct experience, contacts with individuals within the organizations, media and analysts and an assessment of the expressed values of sustainability.

Two years ago the group added a unique category commendation, the Colin Morley Award, recognizing exceptional achievement by an NGO. Mr Morley, a member of the Medinge Group, died in the London Underground bombings on July 7, 2005. The award commemorates his visionary work in humanistic branding.

For 2009, the group has singled out the following organizations as Brands with a Conscience:

2009 Colin Morley Award
The third Colin Morley Award for a non-governmental organization is given to the American actor and philanthropist Paul Newman in posthumous recognition for an exemplary life of truth-telling and generosity.

Announcing the 2009 Brands with a Conscience, Stanley Moss, CEO of the Medinge Group and chairman of the initiative, remarked, ‘This year’s Brands with a Conscience winners are all superior brands who exemplify environmentally responsible conduct and community involvement. Three of these winners have a direct interest in water-related issues. And Medinge’s selection of Paul Newman for the Colin Morley NGO award acknowledges a hero whose humanistic beliefs accompanied authentic, compassionate action.’

Thomas Gad, Director and Chairman of the Medinge Group commented, ‘The 2009 Brands with a Conscience awards show a sensational variety, and not only geographically; we have award winners from all corners of the world, in a variety of business categories. Everything from eco-resorts, environmentally responsible boat paint, microﬁnance lending, enlightened bottled water, fair-traded fashion accessories from recyclable materials and shoe distribution for developing nations. Once again, for 2009 we honour a person with our Colin Morley NGO award: Paul Newman—a legend not only as an brilliant actor, but also as a business and a brand doing good for the world.’

Ian Ryder, a director of the group added, ‘Every year we seem to say that the quality of entrants to the BWAC Awards increases, but the truth is that this year was absolutely outstanding. In every category, from all corners of the globe, each and every one of the ﬁnalists would have made worthy winners. All of which says that those who won came from a very select group, and they embody all that is best in our tough test of brand sustainability and conscience.’

‘Each of the Brands with a Conscience winners display awareness, responsibility and action. Sustainability here is not limited to a temporary green perspective, but is celebrated as a life-long dedication to future generations,’ said Patrick Harris, a Medinge director. ‘One Water is a wonderful example of a humanitarian focus, founded on an elegant concept. It is a complete solution, harnessing a commercial opportunity to serve communities in need, utilizing the natural energy of children. Pure genius.’

‘This year’s nominees have been the most amazing yet,’ agreed Jack Yan, Director. ‘We received more nominees than ever, and competition was incredibly strong. The bar was set very high, and it was one of the most difﬁcult decision-making process I have been through since the Awards’ inception. There was greater advocacy among the Medinge Group’s members this year, showing what passions these brands generated. In the end, our winners are organizations that admirably forward the Group’s agenda in humanistic branding.’

The 2009 Brands with a Conscience awards will be presented at a private ceremony held at the Management Institute of Paris on February 5, 2009.

The winners in detail:
Chhatra Sagar
Chhatra Sagar is an eco-friendly tent camp in Rajasthan, India, a lifetime project by direct descendants of the Maharajah of Jodhpur. Established in 2001, this small resort overlooks 365 protected acres, where over 200 varieties of wildlife have returned to the habitat. The sustainability quotient is optimal—all locally sourced food, furnished by indigenous craft, employs 30 local families, sponsors teachers, provides medicine, classroom furniture and brings specialized educators who address subjects ranging from family planning to recycling to soil conservation. The family’s personal involvement and constant presence reinforce the commitment.

Ekomarine
For boating-intensive parts of the world like USA, Australia, UK and Scandinavia, the foul painting of boat hulls is a serious and not-ecological business. Sweden-based Ekomarine’s researchers created the Neptune Formula, a naturally-based vegetable-protein alternative, with the added beneﬁt of improving performance by reducing hull friction.

Kiva
Kiva is microﬁnance with a peer-to-peer platform. Lends modest amounts direct to developing world entrepreneurs. A brilliant combination of technology and humanity, which connects people through lending for the alleviation of poverty. Kiva is the world’s ﬁrst person-to-person micro-lending website, rallies 10,000 bloggers to promote good causes, and upturned the innovation of Zopa’s direct lending model, applying it to philanthropy. A branded giving process in an economic and powerful way, never preachy and never sentimental.

One Water
One sells bottled water in the UK and gives away 100 per cent of all of its proﬁts to water projects in Africa. Proﬁts are used to install PlayPumps, effectively, children’s roundabouts that, when played on, pump water to a storage cistern. Active since May 2005, One water is aligned with the Millennium Development Goals of getting clean water to 1 billion people who do not have access to it and helping the 2 billion people who die each year from water-related diseases.

rag-bag
rag-bag produces fashionable and colourful bags and wallets made entirely from waste plastics (bags, sheets, etc.) collected by rag pickers from garbage tips in India, Cameroon and Brazil. They are paid a fair price for these waste products and they are trained to manufacture the products. The bags are sold online and in fashionable and fair trade outlets in Australia, Belgium, Germany, Japan, Netherlands, Switzerland, the UK and the USA. Rag pickers earn a better income and learn valuable skills, while waste is reused to create new, valuable and practical products. rag-bag sets a high example for social, economic and environmental sustainability.

TOMS Shoes
For each pair of shoes you buy from this LA-based company, TOMS will donate a pair to needy children in developing nations. Once a year the company does a hands-on ‘shoe drop’ into communities, and customers participate. The shoes are comfy like slippers, and customers effectively vote with their feet. The website is very transparent, and the thousands of shoes distributed are a more direct good deed than throwing money at a cause.

Paul Newman (Colin Morley Award)
Paul Newman set up a company in 1982 to make marinades, sauces and dressings from natural ingredients. All the proﬁts and royalties reverted to Newman, who, from the business’s inception, gave away every cent to charitable causes. In particular the money supports Hole in the Wall Camps, which bring together children with serious and terminal illnesses for a free summer-camp experience. Paul Newman disdained fame, opposed the star–celebrity system, and gave over $250 million to these causes in his own lifetime (in per capita terms the most generous individual on earth). Newman’s life’s work reminds us that an individual can act unselﬁshly and humanistically, according to his own values and make a real contribution to a better world.

Images
Click here to download images for this release.

2009 Medinge Brands with a Conscience Committee
Thomas Gad
Sicco van Gelder
Ava Maria Hakim
Patrick Harris
Pierre d’Huy
Nicholas Ind
Tim Kitchin
Sergei Mitrofanov
Stanley Moss, chairman
Johnnie Moore
Luke Nicholson
Simon Nicholls
Simon Paterson
Anette Rosencreutz
Ian Ryder
Erika Ufﬁndell
Jack Yan

About the Medinge Group
Founded in 2002, the Medinge Group ﬁrst 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, 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 to recognize organizations who epitomize humanistic behaviour; in 2006, Medinge added a special category of recognition named in honour of its late colleague Colin Morley, which acknowledges excellence by an NGO, in keeping with Colin’s humanistic vision. The Medinge Group maintains an online, automated speakers’ and experts’ bureau accessible through its web site, www.medinge.org. In 2007 Medinge launched an online resource, The Journal of the Medinge Group, a digital anthology of papers and articles written by Medinge members.

2008 Brands with a Conscience winners

International think-tank announces 2008 Brands with a Conscience
04 January 2008

Stockholm, Seal Beach, Calif. and Wellington, January 4 (JY&A Media) The Medinge Group, an international think-tank on branding and business, today releases its ﬁfth annual Brands with a Conscience list. In the Group’s opinion, these eight diverse organizations show that it is possible for brands to succeed as they contribute to the betterment of the society by sustainable, socially responsible and humanistic behaviour.

The international collective of brand practitioners meets annually in August at a secluded location outside Stockholm, Sweden, and collaborate on the list, judging nominees on principles of humanity and ethics, rather than ﬁnancial worth. The Brands with a Conscience list is shaped around criteria including evidence of the human implications of the brand and considering the question of whether the brand takes risks in line with its beliefs. Evaluations are made based on reputation, self-representation, history, direct experience, contacts with individuals within the organizations, media and analysts and an assessment of the expressed values of sustainability.

Last year, the group added a unique category commendation, the Colin Morley Award, recognizing exceptional achievement by an NGO. Mr Morley, a member of the Medinge Group, died in the London Underground bombings on July 7, 2005. The award commemorates his visionary work in humanistic branding.

For 2008, the group has singled out the following organizations:

The 2008 Colin Morley Award for a non-governmental organization is given to Star School.

Announcing the 2008 Brands with a Conscience, Stanley Moss, CEO of the Medinge Group and chairman of the initiative, called them ‘solid indications of the trend towards humanistic branding—this year’s list shows a renewed interest in ethical conduct, accountability and outcome. The 2008 winners remind us that at their essence, brands are for people.’

2006 Brands with a Conscience winners

International think-tank announces 2006 Top Brands with a Conscience
20 December 2005

The Medinge Group, an international think-tank on branding and business, today releases its third annual Top Brands with a Conscience list. In the Group’s opinion, these nine brands show that it is possible for brands to succeed as they contribute to the betterment of the society by sustainable, socially responsible and humanistic behaviour.

Evaluations are made based on reputation, self-representation, history,
direct experience, contacts with individuals within the organizations, media
and analysts, and an assessment of the expressed values of sustainability. The
2006 list criteria was expanded to recognize brands now in positive transfor-
mation.

This year, the group singled out the following for recognition:

Announcing the 2006 Top Brands with a Conscience, Stanley Moss, a director of the Medinge Group and chairman of the initiative, remarked, ‘We of the Medinge Group are encouraged by the clear evolution of understanding that corporations today demonstrate. Humanistic behaviour and adoption of conscience-driven and socially responsible programmes are the key to success in the world of tomorrow.’
Nicholas Ind, a founding member of the group, said, ‘There’s a new maturity
in the choice of 2006 Brands with a Conscience. This year we acknowledge
more large corporate organizations on the list. It represents a recognition that
while such brands might not always be perfect, they are significantly changing
attitudes about their industries.’

‘The 2006 list indicates that it is possible for corporations to maintain their goal of producing shareholder returns, while helping the planet,’ said Jack Yan, a director of the Medinge Group. ‘The list also shows that there are plenty of companies operating on the cutting edge of developments, such as First Mile Solutions. Medinge will always peer into the near future, to show where business can head. All too often, those who lead by example don’t get properly exposed. We attempt to change that, while bringing the world closer together.’

Ian Ryder, a founding member of the Medinge Group, commented, ‘As more and more companies realize they have a duty to those with whom they share our world, the Brands with a Conscience awards are not only gaining strength of entry, but also honouring those companies that genuinely care and try to give something back. This year we honour both global corporations and niche, smaller enterprises that share a goal of sustainability with true “conscience”— they should be a role model for all.’

This year’s BWAC initiative is dedicated to memory of Medinge Group member Colin Morley, who died in the July 7, 2005 London subway bombings. Expanded descriptions and web links

ABN AMRO/Banco/Banco Real
www.banco.se/ombanco/globalcompact.asp
www.bancoreal.com.br
The Dutch-based ABN AMRO is the 20th largest bank in the world. It has a
burgeoning commitment to sustainability and publishes a comprehensive
sustainability report on its activities each year. Importantly, it does not see
sustainability as an addition to its business, but rather as a central component,
so increasingly sustainable thinking is being integrated into core business
practices and into its decision-making. As a testament to this progress, the
bank was recognized as the most transparent organization in the Netherlands
this year. As well as the parent, two parts of the bank deserve special mention:
Banco, an ethical fund management company based in Stockholm, is an active
campaigner for ethical behaviour; and Banco Real, the Brazilian arm of the
bank, which is particularly strong in microfinance. Not only do these parts of
the bank deliver sustainability in their specific markets, they are an active force
for change within the bank as a whole.

BP
www.bp.com
BP was formed from a merger of a group of multinational oil companies.
Today BP does more than others in renewables and is more ahead in CSR than
their competitors. It thinks of itself more as a sustainable energy company
than a petroleum company today, and there is evidence that its tagline, ‘Be-
yond Petroleum’, is not mere lip service to the green movement. Positive
changes are being implemented at BP, which impressed the members of the
awards’ committee.

Dr Hauschka
www.drhauschka.com
Dr Hauschka began as so many companies creating skin care products did.
A nurse mixed homoeopathic medicines into creams to help burns’ victims,
found that they worked remarkably well, and contacted WALA of Germany to
start the line. WALA has been involved in organic farming for decades, and an
entire community now works to produce the pure, hand-harvested ingredients
found in Dr Hauschka skin care products. All the products are homoeopathic and anthroposophical, and have been tested by Lucire and other media to be the equal of or superior to “pharmaceutical” equivalents. Its corporate struc-
ture is that of a trust, which prevents directors from taking supernormal divi-
dends.

First Mile Solutions
www.firstmilesolutions.com
The internet is the nervous system of our planet and the billions of people
who lack communications infrastructure do not see themselves as the “last
mile problem”.

FMS regards last-mile problems as first-mile opportunities for both opera-
tors and end users. For under $1 per user, rural communities that have never
seen a newspaper can do things like email, browse the web, and have their
own voicemail box using FMS technology. FMS technology leverages major
trends that are rapidly driving costs down: WiFi and digital storage. FMS is
based in Cambridge, Mass., where research and development is performed by
management at the Massachusetts Institute of Technology (MIT).

Interface Carpet/Interface Inc.
www.interfacesustainability.com
www.interfaceinc.com
Interface is a recognized leader in the commercial interiors market, offering
floor coverings and fabrics. The company is committed to the goal of
sustainability and doing business in ways that minimize the impact on the
environment while enhancing shareholder value. Interface was founded in
1973 by chairman Ray Anderson, considered to be a pioneer from the start,
being a trailblazer of the modular carpet industry in the United States. The
company promotes sustainable business practices—within its global commu-
nity and in the products it makes.

For Interface, sustainability is a belief that is built into the business model, an
underlying corporate value, ensuring that business decisions are weighed
against their potential impact on economic, natural and social systems. It is a
means for associates to deliver superior value to customers and shareholders.
Interface is a global company with manufacturing locations on four conti-
nents and offices in more than 100 countries.

Slow Food Movement
www.slowfood.com
Started in Italy in 1986, this organization exists to promote the individuality of
gastronomic culture. It now has 83,000 members around the world. It runs
counter to everything that fast food stands for. It supports localized and re-
gional cuisine and produce, conserves agricultural biodiversity and protects
food quality. It aims at delivering quality rather than speed.

Sovereign Global Investment
www.sov.com
Sovereign Global (formerly Sovereign Asset Management) is a privately
owned, independent investment organization which has been investing in the
international capital markets for over 20 years. Based in Dubai, Sovereign
focuses its activities on countries and companies that play a significant role in
the global economy. Sovereign believes that the critical keys are successful
allocation of capital assists in financing industry and government, creating employment, reducing poverty and providing opportunity for growth and
fulfillment. Sovereign seeks prosperity for all, by promoting effective capital
allocation and good corporate governance in the companies and countries in
which it invests.

Toyota Prius
www.prius.com
The first commercially available and successful petrol–electric hybrid car
self-charges through the petrol engine, innovating leading-edge technologies.
Toyota is the clear front runner in mainstreaming of hybrid vehicles: the Prius
paves the way for the addition of the Toyota Highlander and Camry hybrids,
and has even licensed its technology to rivals.

Watabaran
www.watabaran.org
Watabaran is a company in Nepal, emulating values of fair trade. They recycle
paper and produce hand-made Christmas cards, calendars and gifts for or-
ganisations and companies all over the world. Watabaran represents environ-
mental sustainability and good working practices and conditions. All employ-
ees are shareholders of the company and their salaries are well above local
averages.

History and upcoming plans
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, 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, accessi-
ble through their web site at www.medinge.org.

This February, the Medinge Group will announce a Medinge Fellowship
programme, as a vehicle to encourage graduate level students working in the
brand discipline.

About the Medinge Group
The Medinge Group is a top-level think tank of brand professionals who meet
annually to exchange ideas about theory, strategy and trends in international
branding. The group meets in August at Medinge, Sweden and often in Janu-
ary at an alternative European location.

The Medinge Group strives to influence businesses from inside—and out-
side—to become more human, and more humane. The group believes it possi-
ble to accelerate change across enterprises and societies by acting on princi-
ples of compassionate branding.

The Group’s web site can be found at www.medinge.org.

2006 BWAC Committee
Anders Abrahamsson
Paulina Borsook
Edward Daniel
Pierre d’Huy
Thomas Gad
Sicco van Gelder
Patrick Harris
Nicholas Ind
Rikard Jansson
Tim Kitchin
Denzil Meyers
Johnnie Moore
Stanley Moss (chairman)
Tony Quinlan
Ian Ryder
Jack Yan
Related links

The Medinge Group www.medinge.org
Beyond Branding www.beyond-branding.com
Medinge Säteri www.medinge.com

Related documents
The Medinge Group Fact Sheet
The Medinge Group Q&A
‘Top Brands with a Conscience’ Criteria
The Medinge Group Brand Manifesto
The Medinge Group Members’ Roster

For more information, speaker availability or other resources, contact:
Asia, Pacific, Australasia Jack Yan JY&A +64 4 387-3213
UK and Europe Johnnie Moore +44 20 7354-5578
USA Stanley Moss Diganzi +1 503 312-2592

2005 Brands with a Conscience winners

International think tank announces 2005 Top Brands With A Conscience
20 December 2004

The Medinge Group, an international think-tank on branding and business, today releases its second annual ‘Top Brands With a Conscience’ list. In the Group’s opinion, these brands show that it is possible for brands to contribute to the betterment of the society.

The international collective of brand practitioners meets annually in August at a secluded location outside Stockholm, Sweden, and collaborate on the list, judging nominees on principles of humanity and ethics, rather than financial worth. The Brands With A Conscience List is evaluated on criteria including evidence of the human implications of the brand and considering the question of whether the brand takes risks in line with its beliefs. Evaluations are made based on reputation, self-representation, history, direct experience, contacts with individuals within the organizations, media and analysts and an assessment of the expressed values of sustainability.

This year, the group singled out the following for recognition:
Dilmah Teas
Flexcar
Grameen Phone
John Lewis Partnership
Paolo Soleri
ROMP
Semco
Working Assets

Company profiles and web links:

Dilmah Teas
www.dilmahtea.com
Headquartered in Colombo, Sri Lanka. A genuine charitable model has founder Merrill J. Fernando leaving all his money to a foundation governed by a group of trustees and dedicated to serving those most in need. A culture of helping community and workers is a cornerstone of the business philosophy.

Flexcar
www.flexcar.com
Founded in 1999 as a public/private partnership supported by King County, Washington and the City of Seattle, Flexcar provides members with access to a fleet of more than 300 vehicles located throughout major metropolitan areas. It is now the nation’s oldest and largest car-sharing company, operating in over 20 cities. A nationwide membership of 20,000 subscribe to the program which reduces, air pollution and energy consumption, and encourages use of public transit as it contributes to sustainable communities.

GrameenPhone
www.grameenphone.com
GrameenPhone is the largest telecommunications operator in Bangladesh with some 2.1 million subscribers (October 2004), over 90% of subscribers using mobile to mobile services. The company has worked to improve the infrastructure of Bangladesh both in terms of social construction projects and also through helping UNICEF in the development of primary education. However, it is the Village Phone Program which has been most significant, originaed in 1997 by Grameen Telecom and Grameen Bank, which is a micro-credit lending institution. The success of Village Phone has served as a template for developing countries in Africa.

John Lewis Partnership
www.johnlewispartnership.co.uk
The John Lewis Partnership is not a Limited Company. It is a partnership among 60,000 employees who are far more involved in decision making and benefit sharing than other organisations in the same markets. The company, a major retailer in the UK, has department stores operating under the value proposition of ‘Never Knowlingly Undersold’ as well as a second sub-brand named the Waitrose grocery retail chain. The partnership’s constitution says that they ‘…must take all reasonable steps to minimise any detrimental effect our operations may have on the environment, and to promote good environmental practice.’

Paolo Soleri/Arcosanti
www.arcosanti.org
Arcosanti is a prototype community in Arizona, just north of Phoenix, founded in 1970 by Paolo Soleri. It posits a broadly-based solution to environmentally appropriate living, encompassing frugality, miniaturization, population growth, efficiency, urban evolution, pollution, conservation, transportation, net energy utilization, social interchange, privacy, food production, preservation of natural habitats, aesthetics, affordable housing, global warming, ultimate recycling, education and world awareness. The community is supported by Soleri’s consulting, a bakery, manufacture and sale of unique metal bells and ceramics, and a performing arts center.

ROMP
www.romp.uk.com
ROMP is a growing UK fashion label laying bare its entire value-chain, sharing ethical responsibility with its customers. “We actively seek to make elegant clothes beautifully and thereby to enhance and then protect the values of good animal husbandry, environmental respect, and civilised labour law. We wish to reward at source… to open up our systems of production to full traceability so that no practice is hidden from our customers…” By deconstructing every business process, ROMP achieved the first Soil Association certification for Organic Leather, at the same time redefining ‘Organic’ as being about selfless enactment of change in the world.

Semco

http://semco.locaweb.com.br/ingles/

Semco is really the story of Ricardo Semler, who inherited control of his family’s Brazil-based business, and set about changing every element of the operation to incorporate worker participation. His recent book, Maverick, describes how he shared all information, including all salaries, enabled employees to choose their own wages and bosses, set their own hours, even choose their own IT. He eliminated the role of CEO, and made other innovations. For nearly 25 years, Sr. Semler’s leadership has generated increased productivity, long-term loyalty and phenomenal growth.

Working Assets
www.workingassets.com
Working Assets was established in 1985 to help people make a difference through everyday activities like talking on the phone. When customers use one of Working Assets’ donation-linked services (Long Distance, Wireless, Credit Card or Online), the company donates a portion of the customer’s bill to nonprofit groups. The objective is to build a world that is more just, humane, and environmentally sustainable. In 2003 over $3 million was donated after evaluating hundreds of nominees.

In 2002 The Medinge Group published a brand manifesto of eight statements encapsulating their vision of healthy brands for the future. In 2003 the group authored a collection of essays entitled “Beyond Branding” which explored the ways in which brands could add value within alternative business and social models.

Tim Kitchin, a spokesman for the group, said last year’s 2004 Top Brands list was intended to be a catalyst for other companies to become more human and more humane. “Brands are the rallying point for the positive empowerment of all connected with the organization,” Kitchin said. “We are trying to influence businesses from inside –and outside- to accelerate positive change. We believe this kind of conduct can only add value, both for the companies and their stakeholders. ”

In January 2005 the Medinge Group will launch a speakers and experts bureau accessible through their web site www.medinge.org.

Announcing the 2005 Top Brands With A Conscience, Stanley Moss, a member of The Medinge Group, remarked that the list is intended to demonstrate compassionate branding is a winning strategy for business today. “Every year we learn of successful experiments in transparent, sustainable, humanistic branding. The best companies, and those which thrive, demonstrate their conscience by their actions. This year’s list spans the globe in scale and location, but are universal in their positive commitment to humanity and its needs.”

Jack Yan, one of the group’s founders based in New Zealand commented, “The future of mankind depends on how successful businesses are—but commerce will cease to work if businesses become too profit-focused. Business is in danger of becoming cyclical and in a few years, we’ll have forgotten the push for social responsibility that we made at the beginning of the decade. By selecting companies annually, we aim to remind the world that the best brands are those that connect with people on a deeper, more profound and human level—and do more than generate wealth while harming others.”

Johnnie Moore, a fellow member said, “Far too often, the idea of brands has become associated with wishful thinking, exploitation and deception. We’ve set up Brands with a Conscience to highlight the point that is possible for brands to be of genuine value. We hope this process will provide a higher standard against which to judge organisations in the future.”

Related links
The Medinge Group www.medinge.org
Medinge Säteri www.medinge.com

Related documents
The Medinge Group Fact Sheet
The Medinge Group Q&A
‘Top Brands With A Conscience” Criteria
2005 Top Brands With A Conscience Commitee
The Medinge Group Brand Manifesto
The Medinge Group Members Roster

For more information, speaker availability or other resources, contact:
Asia/Pacific Jack Yan JY&A +64 4 387 3213
UK/Europe Johnnie Moore +44 20 7359 5061
USA Stanley Moss Diganzi +01 503 312 2592

2004 Brands with a Conscience winners

International think-tank announces ‘Top Brands with a Conscience’
3 November 2003

Portland, OR and Wellington, New Zealand (JY&A Media). The Medinge Group, a high-level international think-tank on branding and business, releases its first annual ‘Top Brands With a Conscience’ list. Announcement of the list coincides with the launch of the new book Beyond Branding: How the New Values of Transparency and Integrity Are Changing the World of Brands (London: Kogan Page, 2003), which contains essays by 14 Medinge Group members.

The Medinge Group, an international collective of brand experts who meet annually in August at a secluded location outside Stockholm, Sweden, collaborated on the list based around principles of humanity and ethics, rather than financial worth. Evaluating on criteria including evidence of an ethical programme, the human implications of the brand and considering the question of whether the brand takes risks in line with its beliefs, the group singled out the following companies for recognition:

CaféDirect (www.cafedirect.co.uk): one of the best known Fair Trade coffee retailers.

Infosys (www.infosys.com): headquartered in Bangalore, India, Infosys has a commitment to egalitarian, cross-border relations—even an on-site meditation room.

Innocent (www.innocentdrinks.co.uk): this UK company is committed not only to producing fresh drinks, but recycling and an open dialogue with Fair Trade groups.

Kiehl’s (www.kiehls.com): since 1851, Kiehl’s, based in New York City, has focused on the finest ingredients for skincare, does not advertise and is a constant supporter of philanthropic ventures, including Aids benefits.

Max Havelaar (www.maxhavelaar.nl): Max Havelaar, a Dutch coffee trader, is committed to Fair Trade and sustainable production. Consumers and retailers pay to cover social and environmental costs.

Natures & Découvertes (www.natureetdecouvertes.com): French company sells giftware but has a strong environmental focus, providing regular information on protecting nature.

Patagonia (www.patagonia.com): an American sports gear company, dedicated to the environment, so much so that its employees work with suppliers on finding solutions and it trains people in non-violent protests.

Sanrio (www.sanrio.com): known for the Hello Kitty range of merchandise, the guiding principle behind this Japanese company, founded by Shintaro Tsuji, is expressed in compassionate interpersonal communication.

Announcing the list, Medinge Group member and Beyond Branding co- author, Jack Yan of Jack Yan & Associates, said, “Even the most traditional companies tell us that brands are emotive. Yet the brand valuation lists continue to measure only in financial terms. We set out to make a change. As the most authoritative and global group on branding, we put our heads together on how to shape this list. Brands are not about how much money they can generate, but how much passion,” Yan continued. “These brands tap in to our consciousness and our causes.”

Stanley Moss, another member of the Medinge Group, remarked the list is intended to demonstrate that brands can move in a positive direction. “In the past, bottom-line driven practices promoted great distortions in the market-place. We believe that brands with a conscience can lead us to a new paradigm of value.”

Mr Yan promises ongoing lists each year, the next following the Medinge Group meeting in Sweden in August 2004.

Related links
The Medinge Group: www.medinge.org
Beyond Branding: www.beyond-branding.com
Medinge Säteri: www.medinge.com

Related documents
The Medinge Group Fact Sheet
The Medinge Group Q&A
‘Top Brands with a Conscience’ Criteria
The Medinge Group Brand Manifesto
The Medinge Group Members’ Roster

For more information, speaker availability or other resources, contact:
Asia, Pacific, Australasia Jack Yan JY&A +64 4 387-3213
UK and Europe John Moore Ourhouse+44 20 7359-5061
USA Stanley Moss Diganzi +1 503 312-2592

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