when sofia, robert, estelle and I first observed
danone communities with 3000 youth on feb 14 I thought the story was only about this (delighted if you can imrove the words, I am just a
maths guy)
The
Power of Branding 2.1
3000 young people have packed paris’ largest
cinema to the rafters. Its the most fashionable event of the season. They are observing a journalist and 5 very important
people debating views of the world. Suddenly a mobile phone rings and a question goes up on the big screen at the back of
the stage. One child dies of hunger every 5 minutes –are any of you responsible and if not who is?
There is a moment of
silence among the VIPs. Then they realize the audience has started to twitter all over the web. Led by Frank Riboud CEO
of Danone they start to debate quite courageous answers – the sort that a controlled broadcast tv era hasn’t
stimulated for decades.
Welcome to possibilities of smart mass media of 2010s sustainability decade. Humanity’s
most exciting decade: 60s youth had the moon race to celebrate; youth now can participate and inter-mediate in saving the
planet.
The days of the television advertising spot as the standard medium of global branding are numbered. The
joy of celebrating goodness and interactions of communally smarter media is much more sexy than anything image-makers
could position in our minds . Here is a global brand inviting youth entrepreneurs across France
to co-create smart new media's whole truths, and to go back to the beginning of why the French coined entrepreneur
as the central economic construct of families working hard to earn the sustainability liberte egalite fraternite..
Moreover, Grameen Danone
is the twinning of 2 national youth cultures - Bangladesh whose youth were praised by the head judge of the Nobel peace committee
in 2008 http://isabellawm.com as the world's most entrepreneurial revolutionaries and the French who love to brainstorm so much that it is a national
right every day of every being- at least that's my experience of 8 glorious years of living in their mdist when first I escaped
from working in England.
So Yes It Can be that hi-touch Parisian youth of 2010 will be credited by microeconomists for playing their creative part in the most important case of branding of all time. You see it was not only science fiction
writers who storytold what the two diametrically opposite systemic options were when our race networked to be more
connected than separated. Einstein rated the chance of human sustainability about evens, as the first net generation spun
webs impacting all future generations. Research for John Von Neumann's biography found a more practical forecast of the
value of openness: most patents will need to have maximum of 3 months of life because in a wholly networked age if leaders
want to multiply good with a new innovation : 3 months lead at the epicentre of collaborative networks will be ample.
The world we 7 billion interact
and make in the next decade will spin off on one of two trajectories both unlike any in human history
BIG BROTHERED BUSINESS RUN
BY HYPE &SPECULATORS
–will blindness and badwill multiply as seen in the episodes wall street speculated over
the zeroes from destroying the optimist
of internet communities to soul-less media
amplifying volatility and cultural insecurity (9/11 anthrax, iraq war,
"iran the nuke” to destruction of utilities of Enrons and worldcoms by Big 5 monopolies of rotten
metrics epitomized by Andersen to
housing bubbles, fraudulently AAA rated derivatives, subprimes and collapse of financial markets whio have paid macroeconomists to
come up with rules so that the big get bigger whilst the most hard-working communities get decimated
OR
will we decide
to use technology to empower humanity, multiply goodwill, work on solutions to most desperate needs, mapping models that collaboratively
go way above zero sum and afre grounded in 10 times more economical microeconomics
THE NEED FOR NEW SOCIAL MAPS &
NEW BUSINESS MODELS
After exponentially compounding a fallible quarter of a century of a PC globalization spreadsheet that boxed
in leadership as nothing more to live for than that the numbers man masters: ie how much does the
most powerful side extract from all other communal constituencies in every global market, our human race is at greater
risk of not getting as far as century 22. The risk due to numbers men is an order of magnitude greater than
it was due to nuclear men
SO if we do get to century 22, Grameen Danone Communities will not just
be the most famously celebrated case in the world of brand architecture, it will be seen to be where youth encountered the crossroads of:
macro-world : being conditioned by
the most manipulative and self-esteem destroying media
micro-world participating in yes human beings can direct the new technology of
connectivity to turn the most human dreams into realities starting by ensuring every community is sustainable and job-creating . This also means celebrating the end of that 20th world where one in 6 babies were born into early
death or no meaningful life at all
LET IT BE 2010s the decade in
world history we chose the micro way ahead -please start by checking out that all your networking peers know what Micro
Bangla and France have started can collaboratively be their nation's moment for youth to blossom sustainably too
www.worldcitizen.tvafter 2 more observations of danone communitiews there is an even more intriguing story to rehearse which I will
try to word @
www.grameendanone.tv in a few days
