From Ego commercials to Eco communication

When I read this the first time my heart jumped. To me, as an artist, it rang totally true.

”…the quality of the results that a system creates is a function of the awareness from which the people in that system operate.”

This sentence really points to the core of the power of branding. Because branding is far more than a tool that affects consumer descisions. It also affects consumer awareness. And through the massive influence of branding on every level of society, it definitely affects all the ”people in the system”.

Where does the sentence come from? Let me introduce you to the Presencing Institute at MIT. This is how they describe themselves;

The Presencing Institute (PI) is an awareness-based action-research community that creates social technologies, builds capacities, and generates holding spaces for profound societal renewal. This community tries to contribute to shifting the economy from ego to eco, and toward serving the well-being of all.

A ten-year research project we started in 1996, conducted by Otto and his colleagues, including Joseph Jaworski and Peter Senge, at MIT, resulted in a consciousness-based framework of leadership and change. That framework, referred to as Presencing or Theory U, says that the quality of the results that a system creates is a function of the awareness from which the people in that system operate.


Why are we collectively creating results that nobody wants?

What if it is all about how we make decisions? And what if human beings in general are really good people that want decent things? How then did we end up here?

With the speed of information, growth and innovations, ironically we end up feeling disconnected. And this disconnection – I believe – is more than a uncomfortable feeling. It is the very reason why we make decisions that create suffering and distress, for ourself, the planet and other human beings.

This ”disconnection” is a plague and it has epidemic qualities. A part of the treatment can be a new kind of branding.

A branding that is true. Not only true to its own growth, but to the resources that make it come alive. True to the stakeholders that are affected by its existence. That would be a revolution.



I love branding. I really do. It does not have to remain as part of the problem. It can emerge to become part of the solution. If we are brave enough to let it.