The Journal of the Medinge Group, vol. 1, no. 1, 2007

PowerPoint, la rhétorique universelle

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.

Giving Strategy Some Momentum

Many strategies built by organizations are ineffective. Organizations tend to build snapshots instead of harnessing momentum.

Place Branding

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.

Online Branding: a Definitive Guide

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 critical role.

Business, Brand, Innovation and Design

The Journal of the Medinge Group, vol. 1, no. 1, 2007 Ava Maria Hakim  IBM Global Solutions, Business Transformation Outsourcing Microsoft Word version Thomas Watson, who helped grow one of the first truly global organizations, is quoted as saying ‘Good design is good business’. For the maverick of IBM, ‘Design must reflect the practical

Why More Brands Now ‘Have a Conscience’

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.

Beyond Branding: from Abstraction to Cubism

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