Brands in the Edge of Ethos : You Want Success? Start a Mass Movement.

There’s a new talk in the marketing world now and it has to do with… movements. The goal is to use people as Media, exploit their causes  and , ultimately, find and  push their buy button in their brain . How? This is where  the book ‘Uprising: How to build a brand and change the world by sparking cultural movements’ explains how brands can become part of something that is changing the advertising industry. Author Scott Goodson is founder and chairman of the agency, StrawberryFrog. Perhaps a good read for selfish  brands with a vision to become tiny hidden persuaders  and manipulators, exploiting the so-called Social (?) Media.

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After Capitalism? “Nice Capitalism” … of course !!

Economist Jayati Ghosh has seven dreams for an ideal society, which would root out inequality but preserve cultural differences. You can see the relevant video in Guardian here. She is one of the world’s leading economists, professor of economics at Jawaharlal Nehru university, New Delhi, and the executive secretary of International Development Economics Associates (Ideas). What a pleasure to see today such leading figures in economics to embrace ideas presented in a book published in 2008 , before the economic crisis, that forecasted the turmoil .. Have you read the book “Nice Capitalism” ? The book was proved prophetic, since with his own way ( and with it’s underlined message “Nice Capitalism…WANTED! ) forecasted in time the collapse of the American economic hegemony and it’s model of “Selfish” Capitalism – characterized by greed, arrogance but also indifference for the increasing inequalities in the society – and the supremacy of “Nice” Capitalism that is adopted mainly in countries of Europe , based on the ancient Greek – centric idea of “metron” (measure) in life. 

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Monsanto and other Global Brands Give Millions to Kill GMO Labeling

New campaign finance reports reveal that Monsanto Co. just contributed $4.2 million to defeat Proposition 37 in California / US, which would require labeling of genetically engineered food, according to consumer watch dog Right to Know .  That is the largest contribution in the race.  Total contributions from major global brands to defeat Proposition 37, amount to $25 million.
Thus far, the “Big 6” pesticide companies (Monsanto, Dow, BASF, Bayer, Syngenta and DuPont) have contributed $13.5 million to defeat Proposition 37. See details in the link.
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Σε αφανισμό οδηγούνται οι μεγάλες ελληνικές βιομηχανίες από τις εξοντωτικές τιμές του φυσικού αερίου

Με Ειδικό Φόρο Κατανάλωσης (ΕΦΚ) δεκαπλάσιο από άλλες χώρες, έλλειψη ανταγωνισμού, μονοπωλιακές πρακτικές, άκαμπτο ρυθμιστικό πλαίσιο και εξοντωτικά τιμολόγια που είναι 100% ακριβότερα από ότι σε γειτονικές χώρες και σε χώρες της ΕΕ, το φυσικό αέριο βάζει τη ταφόπλακα στην χαμένη ανταγωνιστικότητα των Ελληνικών προϊόντων και γίνεται η αιτία να οδηγηθούν χιλιάδες ακόμη εργαζόμενοι στην ανεργία. Διαβάστε περισσότερα εδω.

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THE NEW TRIAL OF SOCRATES 2012: Serious stuff for Thought Leaders

In the spring of 399 B.C., Socrates confronted 500 Athenians, citizens, judges and jurors, in his trial initiated by the charges leveled at him by Meletus, Anytos and Lycon. The trial began with a reading of the formal charges: Socrates is guilty of crime in refusing to recognise the gods acknowledged by the state, and importing strange divinities of his own; he is further guilty of corrupting the young.
On May 2012, almost 2,500 years later, the trial of Socrates was repeated. This time Socrates was acquitted in a historical trial which is not a re-enactment but a modern perspective based on current legal framework supplemented with ancient Greek elements and comical theatrics.
The Alexander S. Onassis Foundation found advocates for its venture, top American and European judges and lawyers, who all examined the trial material retrieved from ancient texts by Plato (Apology, Crito, Euthyphro, Phaedo), Xenophon (Memorabilia) and Aristophanes (The Clouds), as well as the corresponding Athenian law of that time.
The 2012 event took place in Athens ( the 2011 trial was in New York), and you may see the relevant video ( also in English and French languages, with concurrent translation), at :

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Building Ripples Into Your Futureproof Brand

By Marc Stoiber
The concept of brand has rippled, or expanded, greatly with the rise of sustainability.
Suddenly, it isn’t all about limiting interaction to times revolving around consumption. Companies are thinking about how the consumer can do more, impacting the environment during use or at disposal, for example. And they’re also going further and further up the supply chain to ensure virtuous behavior – knowing that journalists are growing more vocal about environmental infractions that previously remained hidden.
Speaking with Robert ter Kuile, PepsiCo’s senior director of environmental sustainability, I learned that this ripple is now spreading beyond the consumer entirely, and into their community.
Ter Kuile, who speaks about innovation in water use this week at GLOBE 2012, said that his company is digging deep into local communities to find water saving opportunities that produce both positive environmental and consumer impact.
“If you start thinking outside your watershed, you’ll miss nuances of the local situation that you really need to pay attention to” ter Kuile said. “It’s about breaking down the watershed where we operate, and analyzing the situation across the spectrum – from farms to the supply chain to runoff.”
Ter Kuile used PepsiCo’s Casa Grande, Arizona facility as an example. The plant operates at near net zero waste and zero landfill. It is powered entirely by renewable resources – solar and biomass. And a new water filtration plant cleans used water to US drinking water standards, enabling it to be reused in operations and eliminating wasteful ‘one-pass’ water. It isn’t hard to see how this story would make the news in a desert city, and earn a positive glow for the company.
PepsiCo took the ripple even further, signing a joint declaration with the UN, stating that … read the full story at : 
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What Makes an Iconic Brand?

Brands are an accepted part of our daily lives. But some brands seem to transcend their product or service categories to become part of the popular culture. What distinguishes these iconic brands from the rest of the pack, and what can marketers learn from them?
In today’s world, brands are everywhere, a familiar part of daily life for most people. But a few brands, such as Coca-Cola, Nike, and McDonald’s, have set themselves apart. These brands have come to represent something more than a product or service. They are embedded in our culture and our consciousness. They are icons.
Iconic brands inspire an enduring form of affection that any marketer would want for his brand. But iconic status, which has traditionally been built over decades, is enjoyed by relatively few brands. What can we learn from these brand icons that might be useful to all brand marketers today? Read the full report by WWP :
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