Videos from the 2009 Brands with a Conscience ceremony
The following videos are from the Brands with a Conscience ceremony at MIP in Paris earlier this month, which the Medinge Group has been running for six years. The filming was done by Elmine Wijnia, wife of long-standing member Ton Zijlstra.
The first is a video introducing the ceremony, featuring Medinge chairman Thomas Gad, Medinge CEO Stanley Moss, and Pierre d’Huy, one of the directors. Noted member and author Sicco van Gelder introduces one of the videos.
The Colin Morley Award was presented posthumously to Paul Newman, who was voted the winner by a large margin by the BWAC committee. In the words of Stanley: ‘On a per capita basis, he was the most generous person on Earth. He gave away, in his lifetime, over $250 million.’
The subsequent videos feature the acceptances from Ragbag, Ekomarine, One Water and Chhatra Sagar.
International think-tank announces 2009 Brands with a Conscience awards
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 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. 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:
Chhatra Sagar—an eco-resort in Rajasthan (India) Ekomarine—environmentally responsible paint (Sweden) Kiva—microfinance lending (USA) One—enlightened bottled water (UK) Ragbag—Fair-Traded fashion accessories from recyclable materials (the Netherlands) TOMS shoes—developing nations’ shoe distribution (USA)
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 http://www.chhatrasagar.com/ABOUT.HTM 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 http://ekomarine.se/en.html 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 http://www.kiva.org 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 http://www.onedifference.org/uk/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 http://www.ragbag.eu 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 http://www.tomsshoes.com 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) http://www.newmansown.com 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.
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.
The Medinge Group to conduct round table at the Sorbonne in February
Stockholm, Seal Beach, Calif. and Wellington, December 31 (JY&A Media) The Medinge Group, a Stockholm-based think-tank on international branding, will conduct a round table discussion at the CELSA campus of La Sorbonne in Paris on Friday afternoon, February 6, 2009. The group will share ideas about brand creation and relationship-building in the wake of the current economic crisis. The Medinge Group bases its core ideas on humanism and compassionate conduct, and strives to influence organizations from the inside and out through an annual series of initiatives. These include yearly dialogues on the brand discipline, an awards’ programme, and publication of an annual online journal of their evolving thought. Medinge is composed of 18 career professionals, representing interdisciplinary practices (strategy, place branding, high technology, luxury, consumer goods, narrative, industry, NGOs, academia). See www.medinge.org for more information. The round table at La Sorbonne/CELSA will begin with comments on why flat communications preclude building genuine relationships between brands and consumers in the business environment. Thanks to Medinge’s international membership, participants from the group will introduce perspectives from the UK, Sweden, Russia, France and the USA.
Panel title Can branding help counter the current crisis in your country? A Round Table with the Medinge Group.
Date Friday, 6 February 2009, 2–4 p.m. The panel will run from 2 to 4 p.m., in the format of a one-hour discussion, followed by a Q&A.
Venue CELSA École des hautes études en sciences de l’information et de la communication 77, rue de Villiers 92200 Neuilly sur Seine Téléphone 33 1 46-43-76-76 Télécopie 33 1 47-45-66-04 Mél information@celsa.paris-sorbonne.fr
Panellist bios in brief Pierre d’Huy, moderator M. d’Huy, Medinge director and CELSA alumnus, today teaches Branding and Innovation Strategy in CELSA’s curriculum. He also serves as Dean of International Education at MIP (Management Institute of Paris), and consults privately to global business. As the inviting professor, he will moderate the panel.
Thomas Gad Mr Gad, Founder and Chairman of the Medinge Group, is a distinguished brand professional and a principal at the Stockholm-based Brandflight. He was international creative director at Grey Advertising for 17 years. His practice encompasses brand development, communication and advertising solutions in Scandinavia, western Europe and Russia. Thomas is the author of 4-D Branding, with a foreword by Sir Richard Branson (London: Financial Times–Prentice Hall, 2001).
Ava Hakim Ms Hakim, an executive for IBM Global Solutions, develops large-scale projects internationally from a base in Chicago.
Patrick Harris Patrick is a world-class brand strategist based in London. His work for France Telecom–Orange was a cornerstone of that brand’s foundation.
Nicholas Ind Oslo-based, Dr Ind has worked with prominent NGOs, including Greenpeace. He is a widely published author, expert and respected public speaker.
Sergei Mitrofanov A specialist in the emerging Russian market, Sergei serves as director of the Medinge Group, and CEO of Brandflight’s Moscow office.
Stanley Moss CEO of the Medinge Group, Mr Moss has broad experience in international business, finance and luxury brands. He is founder and principal of Diganzi, and divides his time between Seal Beach, California and Europe.
Anette Rosencreutz Ms Rosencreutz, a founder and director of Medinge and a principal of Brandflight in Stockholm, is an authority on personal branding, a published author and brand advocate.
Ian Ryder Mr Ryder is CEO of the British Computer Society, and a Director of the Medinge Group. He is former VP Marketing for Hewlett Packard, and VP Brand and Strategy for Unisys.
About University Paris–Sorbonne Founded in 1257, la Sorbonne offers an enriching and coherent curriculum in the field of the humanities: languages, literature, and the human and social sciences, to a population of 26,000 students.
About CELSA Founded in 1965, CELSA is the ‘Grande École’ of University of La Sorbonne on SIC (Information and Communication Science). CELSA offers postgraduate and doctoral degree programmes in communications, human resources, marketing and advertising, multimedia and journalism. Recognized for the quality of its courses and teaching faculty, the school trains 800 students and professionals each year. A decade ago CELSA was first in France to launch a Master 2 (M.Sc.) programme in the branding specialization, training students to become brand strategists or strategic planners primarily in advertising and communications.
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.
Related documents The Medinge Group fact sheet The Medinge Group Q&A Brands with a Conscience criteria The Medinge Group Brand Manifesto The Medinge Group members’ roster
International think-tank, the Medinge Group, publishes second issue of Journal
Stockholm, Seal Beach, Calif. and Wellington, September 2 (JY&A Media) The Medinge Group, a Stockholm-based think-tank on international branding, today announces publication of the second edition of its yearly online review, 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. The awards are given every January at a private ceremony in Paris. The think-tank also runs a free-standing consultancy. Medinge’s gurus are sought after for their cross-category expertise. The new issue of the online Journal contains articles informed by the group’s leading-edge perspective, on topics ranging from place branding to strategy to value-creation. The September 2008 issue consists of the following papers.
Branding New Kinds of Places: the Example of Experience Retail Centres by Malcolm Allan The author, a town planner and place and destination brand practitioner, discusses the challenges of creating place brand strategies for completely new types of urban development using the example of the emergence of places that combine retail, leisure, entertainment, sports, cultural and heritage facilities to a greater extent than has been seen hitherto.
How to Improve the Chances of Successfully Developing and Implementing a Place Brand Strategy by Sicco van Gelder This paper tries to answer critical questions by describing the criteria and factors that contribute to successful place branding. By assessing the place, the players and the plans they make, it is possible to predict the likely success of a place branding initiative.
An Introduction to Storytelling in Employee Branding by Tony Quinlan The real power and opportunity for using stories in organizations is in listening to stories, helping others to create their own authentic stories and making sense of the stories told.
Issues and Challenges of Developing and Managing Brand Strategy in a Not-for-profit (Chartered) Body by Ian Ryder The rules are different for chartered bodies. Not the fundamentals of brand strategy, clearly, but the processes and procedures of development and execution, as the author reveals.
Mythology, Leaders and Leadership by Tony Quinlan The author challenges the myths of leadership definitions, and puts forward research on leadership that works, requiring the support of legends, communication and role-modelling.
The Next Wave of Sustainability Hits Swedish Brands by Thomas Gad and Stanley Moss This article introduces the argument that Swedish brands have moved beyond other countries’ positions on sustainability.
A Participative Approach to Brand-Building by Nicholas Ind The argument of this paper is a simple one: creating value for customers is an organization-wide responsibility. The author reconsiders the market orientation papers of Narver and Slater and Kohli and Jaworski and introduces the concept of Participatory Market Orientation.
Saving Detroit, by Not Making the Same Old Mistakes by Jack Yan Detroit has not ever used a brand orientation in its automakers’ marketing strategies, and it talks of trimming brands and numbers to allow it to compete. The author believes in being more focused on brands and not losing economies of scale, and building more of what consumers want. The tools are there, such as consumer-targeted blogs, but manufacturers need to use them.
We the People by Patrick Harris This paper considers the importance of employees in the process of building customer experience. It states that internal investment is rewarded with consistent, quality customer exchanges. Brand values are presented as the currency to measure the worth of exchanges between organizations and their customers. The paper concludes by presenting a case study of the mobile operator, Orange, during the period 1994–2003.
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.
International think-tank announces 2008 Brands with a Conscience
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:
Aveda Chocolonely Hennes & Mauritz Happy Computers International Watch Co. Pret a Manger Dame Anita Roddick
and 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.’ ‘Branding has a huge role to play in creating a better and more sustainable world,’ remarked Thomas Gad, Chairman of the Medinge Group. ‘There already exist alternative technologies and products with less damaging impact on the environment, climate and people’s lives. But new green products and alternatives need to become attractive in the minds of people, in spite of their sometimes being more expensive and different. That is why the Medinge Group’s annual Brands With a Conscience Award is more relevant and important than ever. Branding can become a true-flag bearer for a better world.’ ‘For the last four years, the Medinge Group has named Brands with a Conscience, forerunners to the social responsibility curve, long before the mass media came to champion their causes. This year’s mixture of companies again represents those leading the way, including some who pushed the humanist agenda for years without recognition. ‘In particular, we posthumously award a BWAC to Dame Anita Roddick for her lifelong contribution to fighting injustices. This is a recognition that Dame Anita had successfully developed her name into a brand with a reputation, one which had an immediate resonance to many. Star School’s recognition as our Colin Morley Award winner for 2008 is fitting: this is the sort of organization we think Colin himself would have endorsed for its work in combating HIV and Aids in Zululand, by targeting 40,000 high school students,’ said Jack Yan, a founder and director of the Medinge Group. Ian Ryder, a founding member and director of the Medinge Group, commented, ‘Each year since we began these awards, the whole world has become increasingly concerned about planetary sustainability. World leaders are meeting in Bali as we issue this year’s winners list. Some of our featured brands have been concerned for years about issues like these. They have actually demonstrated their commitment and not just talked about it. The standard just keeps getting better.’ Patrick Harris, a director of the Medinge Group, added, ‘Medinge’s Brands with a Conscience winners are not peripheral, fad-based organizations. They are thriving, successful, humanity-centric entities. They are market-forming and world-changing. Together, they are a glimpse of the future of brands. Today’s Brands with a Conscience are embracing an era of generational thinking. They perform the ultimate recycling effort, that of discarding the current disposable, short-sighted generation of thought and replacing it with one of longevity and humanity at its core.’ ‘The continued shift away from “branding-as-persuasion-to-buy” to “branding-as-how-we-improve-the-world”—with authentic, human considerations at the core of the organization—really gathers pace,’ observed Tony Quinlan, a Medinge member. ‘This year's award winners effectively counter the ridiculousness of the profit-above-all approach which too many organizations take. Congratulations to such a diverse group, working in diverse sectors—all deserving of our praise and gratitude.’
The winners in detail Aveda www.aveda.com An impressive sustainability-committed body and hair care brand. Its mission positions Aveda as a catalyst for awareness and change at all levels. The company gave its original endorsement to the Valdez Principles (later the CERES Principles) in 1989. Individual responsibility is core to Aveda’s culture. The company regards its employees as change agents with the power to change the course of human civilization.
Chocolonely www.chocolonely.com Tony Chocolonely produces 100 per cent slave-free chocolate. Most chocolate is harvested under slave conditions (often by children) in west Africa. Dutch journalist Teun van der Keuken set out to make chocolate products that are certified slave-free. As he has shown in his TV programmes, that is not easy. He even went so far as to start a court case against himself (which he lost), as a consumer of slave chocolate, to shame chocolate producers.
Hennes & Mauritz www.hm.com Hennes & Mauritz (H&M) has taken a leading position in crucial issues and earned acclaim for it internationally. The company operates in 28 countries and has more than 60,000 employees all working to the same philosophy. Alongside commercial success, this company demonstrates solid principles of entrepreneurship and a strong sustainability credentials, all the more difficult in a business where unnecessary over-consumption, cost-shaving, and issues of ethical production will be the inevitable accusations. H&M has grown into one of the most demanding fashion producers in the world, and today stands as a benchmark of standards for the industry.
Happy Computers www.happy.co.uk Happy is a training company, that makes learning about IT an enjoyable and helps companies create great workplaces. Ethics are at the core of the business, with every new employee introduced to this through the company’s Corporate Scruples game at their induction. Happy has sent trainers to Uganda, Nigeria and Cambodia to, pro bono, to support the creation of local sustainable training centres. In London they provide support to a range of local charities, employ a deaf trainer to deliver IT training in British Sign Language and have been carbon-offsetting since 1991 (long before the term was in use). Although only employing 50 people, Happy has previously been rated the best company in the UK for customer service (Management Today, 2003), the best small business in terms of positive impact on society (Business in the Community, 2006) and the second-best place to work for (Financial Times, 2007).
International Watch Company www.iwc.com Since 1868, a brand of the utmost integrity, dedicated to the manufacture of quality timepieces. A beacon for the watchmaking craft, which offers three- to four-year apprenticeships in the discipline. Creates limited quantities. Number of employees in 1869: 196; number of employees in 2006: 390. Pursues a strong social and ecological policy as part of its CSR initiatives, and in partnership with adventurer and environmentalist David de Rothschild (Adventure Ecology). With structural measures and alternative energies, IWC is cutting its carbon dioxide emissions by at least 50 per cent. Certified as climate-neutral business, at the same time a driving force behind the Laureus Sport for Good Foundation, a global organization whose aim is to open up new prospects in life for underprivileged children.
Pret a Manger www.pret.com Good food with organic (where possible), non-GM ingredients. Leftovers to homeless. First coffee for free each day—in every shop—to remind of the importance of the customer. Several charities supported, also a foundation, a great working environment to all staff. The company is not too bothered about profits. On its website, it states that someday, it hopes to earn 9 per cent profit, but hasn’t yet.
Dame Anita Roddick www.anitaroddick.com Dame Anita Roddick showed admirable leadership not only in the Body Shop but as an advocate for Fair Trade, the environment, corporate social responsibility, free speech and other causes through her personal work. Much of this can be found at anitaroddick.com, which was updated personally until her passing. All of this reflects a personal brand that is consistent and honed, supported by causes, many of which are compatible with the Medinge Group’s own aims. Anita Roddick believed in living her own personal brand as much as for her audiences, including the media, and had few detractors, something which cannot be said for many other high-profile types.
The Colin Morley Award for excellence by an NGO: Star School starschool.brimstone.net/document.asp?levelid=180 Star School works with 40,000 high school students in HIV–Aids-stricken Zululand, South Africa. This schools-based intervention encourages learners to build their future through informed decision-making. The group works within existing structures—in this case, the school system. The NGO is financed by the Swedish entrepreneur Dan Olofsson, endorsed by the South African government. Star Schools are now spreading out on the African continent. The project was launched in 2005, and has since been rolled out to 40 schools in the Umkhanyakude district of Kwa-Zulu Natal.
2007 BWAC Committee Thanks to: Malcolm Allan Paulina Borsook Thomas Gad Sicco van Gelder Ava Hakim Patrick Harris Pierre d’Huy Nicholas Ind Tim Kitchin Johnnie Moore Stanley Moss (chairman) Simon Paterson Tony Quinlan Anette Rosencreutz Ian Ryder Erika Uffindell Jack Yan Ton Zijlstra
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.
