Brand Heretics - Part 3: An Idea for an Industry
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Part 3: An Idea for an Industry @rossfarquhar
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As part of the IPA Excellence Diploma, I wrote a fairly lengthy piece entitled: "I believe that the future of brands requires heresy: It's time for a new system of leading beliefs". Even the title is lengthy. So I've turned it into a presentation and chunked it up into three parts. This is the third, which introduces ‘The Unit: The Marketing Industry’s Thinking and Practice Institute’.
Transcript of Brand Heretics - Part 3: An Idea for an Industry
- 1. Part 3: An Idea for an Industry @rossfarquhar
- 2. So far weve established:- Common sense isnt up to much- Theres an alternative
- 3. An alternative set of beliefs is allwell and good, but it wont beenough to dislodge something soingrained.
- 4. So we need an idea to make thechange
- 5. A New Setting
- 6. An institution to fill the void, modelledon a hybrid of the Royal Society andthe Missional Church.
- 7. The Hub of Scientific AdvancementFormed by followers of Sir Francis Bacon in 1660, the RoyalSociety founded modern science .Today its core purpose is to recognise, promote, and supportexcellence in science and to encourage the development anduse of science for the benefit of humanity.It is essentially the central hub for scientific advancement.
- 8. The Missional Church movement formed in response to a perception that the Christian church had become too internally focused (maintaining their cultural privilege in society) . Its defined as a church which directs its ministry focus outward toward the context in which it was located and to the broader world beyond.It has an ever changing role depending on the context it finds itself in. An Outward Ministry
- 9. A Hybrid for Heresy The scientific rigour of the Royal Society combined with the external focus of the Missional Church.The Unit: The Marketing Industrys Thinking and Practice Institute
- 10. A New Leadership
- 11. A moment where we stop being rowdytroublemakers and start being a unionof heretics.A mutually supportive pact acrossclients, agencies and researchers.
- 12. A Set Purpose
- 13. In pursuit of marketing best practice,bridging academia and action.
- 14. A Defined Output
- 15. Create a doctrine withevolutionary ambitions.
- 16. So there we are
- 17. Evangelical Revolutionaries wanted. Apply within.
- 18. Thank you.@rossfarquharhttp://yetanothermarketingblog.tumblr.com
- 19. Download the full source essay, along with somemuch better ones, as part of the IPA ExcellenceDiplomas 2012 Campaign supplement.http://www.ipa.co.uk/document/excellence-diploma-campaign-supplement-2012 @rossfarquhar
