Beyond Branding

Chris Macrae Julie Anixter
Simon Anholt Jack Yan
Ian Ryder Tim Kitchin
John Moore Malcolm Allan
Alan Mitchell John Caswell
Nicholas Ind Denzil Meyers
Thomas Gad

Click on the picture for a biography of the author

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"Beyond Branding" is written by members of The Medinge Group

The authors

Beyond Branding is a collaborative effort by writers from around the world. We have been meeting each year at a retreat in Medinge, outside Stockholm, to discuss ways of using brands to shape a better future for society.

This book has grown out of our frustration that for too long branding and branders have had a particularly narrow view of the world; one that is short-termist, narcissistic and communications-led. These are tendencies that do little to promote positive relationships and trust—things that are integral to brand building.

We have collaborated on this book to help organisations develop more effective responses to the values of integrity and transparency.