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Maybe the book will start like this;

In a contemporary world that searches for new economic systems, True Branding is an appeal for a new way of branding. The time has come to rephrase the traditional laws of branding and to re-invent branding to a 4.0* level and use it as a tool for sustainable development. We need to reconsider the ultimate intention with branding and to extend the understanding of the influence branding has upon the human mind, her emotions and her decisions.

This book is a love letter to branding – and it is a blistering criticism of a billion-industry whose biggest contribution is that it speeds up the un-sustainable living that is already taking place at a heartbreaking pace.

I believe that branding can be a key contributor in this big shift that we need to take. It is possible to upgrade branding from being part of the problem so that it becomes part of the solution. Staying with the traditional principles of branding  – or leaving them – is not a question of being right of wrong. It is a question of what kind of state we want to leave our planet in. We can continue to co-create a destination no one really wants, or we can take a step in another direction, we can shift to True Branding.

*Branding 4.0 is a reference to the 4.0 economic theories

The art of asking questions – and the art of listening.

I cannot work with this mission all by myself. Well, maybe I can, but I do not want to. Connecting with others is essential. And it has already started. Thank you Helena Hildur W. for the dialogues and the thoughts you share. And thank you Jessika Wiklund. And Emil Hast. And Sofi Håkansson. And Artur Kowalski. And Alexander Bard. And Otto Scharmer.

Why making a decision is like making a deal with the devil

This book I am writing has been walking by my side for quite a while. It whispers in my ear; Only you can set me free, only you can make this happen. And of course it is right. Because right now it is nothing but a ghost in my head. And a draft in my computer.

Giving a book a title

From the beginning I thought I would call the book True Branding. But maybe that would imply that the branding that is taking place today is fake? And it isn´t. Not always. Possibly the title ”Branding for the Big Shift” is better, pointing towards a future that lies somewhere different from the direction in which we’re headed today.

Still, the branding I am aiming for is a kind of Branding that is true to the bigger picture, that is true to the stakeholders that today are excluded by the branding process itself.

Time will tell where we will end up…