The Journal of the Medinge Group, vol. 3, no. 1, 2009

Who’s kidding who?

An English-language version of d’Huy’s article ‘Nul ne peut se jouer des signes’.

Placebranding 2.0

This article argues that in future, places will function differently and that their governance is evolving into one where multiple stakeholders will come together to solve specific issues and that governments, although almost always involved, will be only one of the partners of such new alliances, coalitions and partnerships.

Nul ne peut se jouer des signes

When brands make claims which they cannot support, stakeholders easily spot the ruse. Pierre d'Huy makes a semiotician's case for the fact that signs can't lie. In the philosophical universe, people won't be misled.

Mind the Gap! Branding Bridges in the Brain

Where the brand’s personality is seen to begin – often the first successful product – is critical to the brand’s credibility and its ability to stretch further over time. It’s all a matter of bridging the gaps in our minds so that we can accept and trust these brands in a new category.

Against Leviathan: building rhizomatic brands

This paper challenges ideas about resistance to change and by implication, the traditional model of brand building which suggests the dominance of the organisation in controlling a brand. In its place we will stress the value of movement and difference – both of which are inherent in people’s relationships with brands

Strategy, Teams and Momentum

Harris introduces the technique he calls a visual Mind-Map via a supporting audio file. This alternative to the conventional PowerPoint presentation allows all the key points of a talk to coexist on a single page, and personalizes the process. Harris says he sometimes begins with a blank page, filling it in with participants in an interactive scenario.

Turning Discord Into Harmony

Ultimately, change is simply what happens to us all, all of the time. The lesson is not in the amount of change we can handle, but in the way we manage that change.