Jon Wilson
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Transcript of Jon Wilson
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Jon Wilson
The Intersection BetweenTransformational Leadership, Corporate Communications
And Cultural Branding – Closing The Delta
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Background Research
Expert Delphi study of international brand managers and academics over 16 months. An iterative process - where over several rounds of questioning, participants were guided towards arriving at a consensus.
• Nearly 400 years of collective experience• 185 brands worked on• Multi lingual, ethnic and cultural
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Over the past 30 years or so the term has emergedas a concept: moving thinking away from transactions, towards transforming.
Here: Leadership is judged by influence,with the aim of elevating morale & motivation.
Transformational Leadership
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Still debates continue around whetherLeaders are born or made?
But, beyond these lofty ideas: how can Transformational Leadership be
engineered?
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The Corporate Brand Universe
The Delta: Space, Time & Context
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Leading to:Culture-centrism (Global and local duality) &
Surrogacy
Emergent influencing Phenomena
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What is Surrogacy ?Literally:It is the adoption process where a mother and/or father takes
ownership and responsibility of a child – like their own bloodOr the grafting of two plants together
And that the concept:
• Applies to brands• Applies to their consumers & staff• Is the consumption of culture, which creates social
networks & communities• Offers a means to generate social capital• Seeks the humanisation of brands, and• Is a ratification of authentic and credible cultural-centric
brand successes
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So what I am advocating today is for Culture-centric Leadership: we should either adopt, or allow ourselves to be adopted – and use branding to achieve this
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• Not a linear progression• Concentric cultural cycles balancing:• Orthodoxy & Heterodoxy• Heritage & Modernity
• Governed by Control linked with diffused Power & Reciprocity
• Friendly Humanoid communicating objects – as: Anchors, Nodes and Artefacts
Key Findings suggest that the phenomenon is
full of patterns,open to interpretation,
which are:
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Branding, Culture & LeadershipThe Crossroads:
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Step 1: Create
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Step 2: Map
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Step 3: Position
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The Journey…New methods of:
Stakeholder & Transactional
Analysis
Avatars,Artefacts
& Humanoids
Thank You (^_^)b