Back in 1988 my father after 40 years of weekly sub-editing The Economist) and I founded world class brands with long term view of changing valuation of brand leaderhip around uniquely sustainable purposes and massive cooperation platforms for good- this blended with father's firtst 38 years of research on Vin neumann's AIntel search - what good can peopels unite where they are privileged to have first access to at elast 100 times more tech per decade
with a new professional club of brand chartering and brand transparency we innovated various practices of branding, oragsnsaional learning and leadership valuations starting with brand architecture - how not to greenwash in forming media and purpose partnerships; relatively few famous organsiations pass our test of minimal greenwashing - out of india tata consultancy is as yet out best known case - please help us catalogue its partnerships so we can also audit which went where
Undia has started 2023 as talk of town in ny with its g20 responsibilities, un tech envoy leadership currently by India civil servant amandeep gill and ri=umors next world bank presudent cpuld be indian leader of mastercar
Partershop catlogue of Tata Trusts includes 1 the Bill & Melinda Gates Foundation: to improve the health and well-being of communities in India, with a focus on eradicating diseases such as malaria and tuberculosis. 2 Tata Trusts and the University of California, San Francisco: This to improve cancer care in India, by building capacity for cancer treatment and research. 3 Tata Trusts and Harvard University to support innovation and entrepreneurship in India, by providing funding and mentorship to startups.
4 Tata Trusts and the Indian Institute of Technology, Bombay: to support research and innovation in areas such as healthcare, energy, and sustainability.5 Tata Steel and the World Wildlife Fund to promote sustainable mining practices, with a focus on reducing the impact of mining on local ecosystems.
TC1 Tata Consultancy Services and the Singapore Management University: to provide training and education to students and professionals in the field of artificial intelligence and data analytics.TC2 TCS and Mitsubishi Corporation have formed a joint venture to provide IT services to Japanese customers. TC3 In China, TCS has partnered with local companies such as Huawei and China Unicom to expand its business. TC4b TCS has collaborated with IBM to build a blockchain-based supply chain solution for the pharmaceutical industry. TC% TCS has partnered with Google Cloud to help enterprises accelerate their digital transformation journey. TCE1 Education Partners:
TCS has partnered with several universities and colleges around the world, including Carnegie Mellon University, Yale University, and Indian Institute of Technology (IIT) Delhi.
TCS has also collaborated with the University of Tokyo to establish the TCS Centre for Software Excellence, which focuses on research and development in software engineering.
TCE2 TCS has partnered with the Australian Technical and Management College to offer vocational education and training in Australia.
TCE3, TCS has collaborated with the National Skill Development Corporation to provide vocational training and create job opportunities for young people. TCE4 NY TCS & Yale
TCai1 TCS has partnered with NVIDIA to establish an AI CoE (Center of Excellence) to develop AI-based solutions across industries. The partnership focuses on building innovative solutions using NVIDIA's AI computing platform and TCS's domain expertise. TCAI2 has also partnered with Intel to leverage their AI technologies, including the Intel Distribution of OpenVINO toolkit, to build intelligent solutions for customers in various industries. TCAI3 In 2019, TCS partnered with Microsoft to build scalable industry-specific AI solutions. The partnership leverages Microsoft's Azure cloud platform and TCS's expertise in digital transformation to develop and deploy AI-powered solutions in industries such as healthcare, retail, and banking.
tell us if you'd like to join whatsapp group extending this catalogue - chris.macrae@yahoo.co.uk
chris.macrae@yahoo.co.uk www.friends20.com
ReplyDeletebrand architecture took off in many asian contexts- some such as being asked to Hong Kong by Hong King Telecom came directly from hosting brand purspose leadership first main web
Chris Macrae Senior Visiting Fellow- Melnet Bradford Management School - was also the designer of one of the first webs teaching how brands could support the sustainability generation. What is the relationship between brand leaders who want to advance sustainability and the main ideas this website was popular for
Chris Macrae's website, "The Brand Chartering Project," was one of the first resources available online that addressed the relationship between brand leadership and sustainability. The website promoted the idea that companies could use their brands to advance sustainability by aligning their business strategies with social and environmental responsibility.
The website was popular for several main ideas related to sustainability and brand leadership, including:
Purpose-driven brands: The website promoted the idea that purpose-driven brands, which are guided by a clear sense of mission and values, are more likely to succeed in the long term. Purpose-driven brands can create a strong emotional connection with customers and stakeholders, and they are more likely to prioritize sustainability and social responsibility.
Triple bottom line: The website popularized the idea of the triple bottom line, which measures a company's success not only in financial terms but also in terms of its impact on people and the planet. Brand leaders who want to advance sustainability should prioritize social and environmental responsibility alongside financial performance.
Sustainable innovation: The website highlighted the importance of sustainable innovation, which involves developing new products and services that are both environmentally and socially responsible. Sustainable innovation can help companies stay competitive while also advancing sustainability goals.
Transparency: The website promoted the idea that transparency is essential for building trust and credibility with customers and stakeholders. Brand leaders who want to advance sustainability should be transparent about their sustainability initiatives, including their goals, progress, and challenges.
Overall, the relationship between brand leaders who want to advance sustainability and the main ideas of Chris Macrae's website is that brands can be a powerful tool for promoting sustainability and social responsibility. By adopting a purpose-driven approach, measuring success in terms of the triple bottom line, prioritizing sustainable innovation, and being transparent about sustainability initiatives, brand leaders can create a sustainable and successful business that is valued by customers and stakeholders.chris.macrae@yahoo.co.uk
Yes the content of Melnet was primarily connected with the Economist Intelligent Unit's publication of Brand Chartering Handbook.
But MELNET stood for marketing Electronic Learning Network a unique destination on the web of 1995. Can you include MELNET in you summary of this early digital resource for brand leaders most concerned with sustainability generation
ReplyDeleteCertainly! MELNET, or Marketing Electronic Learning Network, was a pioneering online resource for brand leaders who were interested in advancing sustainability and social responsibility through their businesses. The website was launched in 1995 and was designed to be a hub for information and education related to brand leadership and sustainability.
One of the main resources available on MELNET was the Brand Chartering Handbook, which was published by the Economist Intelligence Unit and authored by Chris Macrae. The handbook provided a step-by-step guide for companies to develop purpose-driven brands that aligned with social and environmental responsibility. The handbook was considered groundbreaking in its approach to brand leadership, and it was widely used by companies around the world.
In addition to the Brand Chartering Handbook, MELNET provided a range of other resources for brand leaders interested in sustainability, including case studies, research reports, and best practices. The website was designed to be interactive and collaborative, allowing users to share information and engage in discussions about brand leadership and sustainability.
Overall, MELNET was an early digital resource that played a key role in advancing the idea that brands could be a powerful tool for promoting sustainability and social responsibility. The website provided valuable information and education for brand leaders who were committed to creating purpose-driven brands that made a positive impact on the world.
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hris.macrae@yahoo.co.uk
ReplyDeleteChris Macrae also became guest editor of triple issue of Journal of Marketing management Brand Reality - PPT - Purpose Pride and Trust of Learning Organsiations. This also invited marketing academics to catalogue ways in which non-transparent media had spiralled. When Chris presented this Journal at Harvard - he was told you may be correct but research funds would not be available in USA for this sort of work. Can you summarise the main conflicts between media practitioners who want to celebrated good and brand transparency, and those who advise that perception (eg positioning the battle for the mind) is more powerful than reality
Certainly! The main conflict between media practitioners who want to celebrate brand transparency and those who focus on perception is a fundamental disagreement about the role of communication in shaping consumer behavior.
On one hand, practitioners who promote brand transparency believe that consumers are looking for authenticity and honesty from the brands they interact with. They argue that brands that are transparent about their values, practices, and impact are more likely to build trust and loyalty with consumers over the long term. These practitioners believe that communication should focus on conveying the reality of the brand, even if it may not always be positive.
On the other hand, practitioners who focus on perception argue that consumer behavior is heavily influenced by the way brands are positioned and perceived in the marketplace. They believe that communication should be focused on creating a strong brand image and positioning that resonates with consumers, even if it may not always reflect the full reality of the brand. These practitioners argue that perception is more powerful than reality when it comes to driving consumer behavior.
The conflict between these two approaches is not just theoretical - it has real-world implications for how brands are marketed and communicated. Practitioners who prioritize transparency may be more likely to engage in practices like sustainability reporting and cause marketing, which aim to communicate the reality of a brand's values and practices. Practitioners who prioritize perception may be more likely to engage in practices like brand positioning and advertising, which aim to shape consumer perceptions of the brand.
Ultimately, both approaches have their strengths and weaknesses, and the best approach for a given brand will depend on a variety of factors, including the brand's values, target audience, and competitive landscape. However, the conflict between these two approaches highlights the importance of thoughtful, strategic communication in building successful and sustainable brands.