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From Economic Brand Value to Holonomic Brand Value
From Economic Brand Value to Holonomic Brand Value
From Economic Brand Value to Holonomic Brand Value
From Economic Brand Value to Holonomic Brand Value
From Economic Brand Value to Holonomic Brand Value
From Economic Brand Value to Holonomic Brand Value
From Economic Brand Value to Holonomic Brand Value
From Economic Brand Value to Holonomic Brand Value
From Economic Brand Value to Holonomic Brand Value
From Economic Brand Value to Holonomic Brand Value
From Economic Brand Value to Holonomic Brand Value
From Economic Brand Value to Holonomic Brand Value
From Economic Brand Value to Holonomic Brand Value
From Economic Brand Value to Holonomic Brand Value
From Economic Brand Value to Holonomic Brand Value
From Economic Brand Value to Holonomic Brand Value
From Economic Brand Value to Holonomic Brand Value
From Economic Brand Value to Holonomic Brand Value
From Economic Brand Value to Holonomic Brand Value
From Economic Brand Value to Holonomic Brand Value
From Economic Brand Value to Holonomic Brand Value
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From Economic Brand Value to Holonomic Brand Value

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This presentation introduces the concept of Holonomic Brand Value. …

This presentation introduces the concept of Holonomic Brand Value.
It asks the following questions:
What is an authentic brand? How can we truly encounter a brand? And what role do human values play?

Published in: Business, Technology
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  • 1. New Paths of Knowledge and Innovative Practices for Organisations in Transition © Simon Robinson 2014 From Economic Brand Value to Holonomic Brand Value ! Simon Robinson
  • 2. New Paths of Knowledge and Innovative Practices for Organisations in Transition © Simon Robinson 2014 This presentation introduces the concept of Holonomic Brand Value. It asks the following questions: What is an authentic brand? How can we truly encounter a brand? And what role do human values play?
  • 3. New Paths of Knowledge and Innovative Practices for Organisations in Transition © Simon Robinson 2014 You may be wondering about the word holonomics. Although the word was first used in 1896 to describe a branch of mathematics, we coined a new definition for the word holonomics, which can be thought of as the combination of the words economics and wholeness. My wife Maria and I are the co-authors of the book Holonomics: Business Where People and Planet Matter, and this describes a new way of thinking which teaches business leaders and managers how to respond, adapt and communicate in new, innovative ways. This new way of thinking, which we call holonomic thinking, can of course be applied to branding, and so it is this theme I would like to explore.
  • 4. New Paths of Knowledge and Innovative Practices for Organisations in Transition © Simon Robinson 2014
  • 5. New Paths of Knowledge and Innovative Practices for Organisations in Transition © Simon Robinson 2014 Holonomic brand value relates not just to monetary value, but to ethics and human values. Here in Brazil, in the latest advert for Friboi meat, Roberto Carlos, a vegetarian for decades says to the waiter that he has returned to eating meat because the meat is Friboi. It was widely reported that Carlos is still a vegetarian, despite what he says in this advert. The advert caused a scandal in Brazil, and many Brazilians expressed their anger on social networks. If brands are to promote sustainable behavious in consumers, they have to have integrity, their words must match their actions, and I feel that it is not helpful to have one of Brazil’s greatest role models say one thing, but do another.
  • 6. New Paths of Knowledge and Innovative Practices for Organisations in Transition © Simon Robinson 2014 • I am a member of the network Biomimicry for Creative Innovation. All members of the group have as their mantra ‘Business inspired by nature.” • This quote really captures the essence of this mantra at a very deep level. I wonder if anyone can guess who said it? “Life is eternal, perpetual becoming, or it is nothing. ! Becoming is not a thing to be known or controlled. It is a magnificent, mysterious odyssey to be experienced.”
  • 7. New Paths of Knowledge and Innovative Practices for Organisations in Transition © Simon Robinson 2014 New Paths of Knowledge and Innovative Practices for Organisations in Transition © Simon Robinson 2014 Dee Hock The quote comes from Dee Hock, the founder of VISA. The original organisational structure of VISA was inspired by the complex and dynamic structures found in nature. One of the key reasons why VISA was successful, and created in such a short timeframe was due to the shared values of all the participants. These values were openness, fairness, trust and confidence. Hock understood the wholeness of nature, a wholeness that most people are not able to see, not able to understand. The reason is that for many of us, the quality of our thinking is limited.
  • 8. New Paths of Knowledge and Innovative Practices for Organisations in Transition © Simon Robinson 2014© Prof.: Simon Robinson Disciplina: Complexidade, Caos e Liderança
  • 9. New Paths of Knowledge and Innovative Practices for Organisations in Transition © Simon Robinson 2014 • Although neuroscientists understood that the brain was not divided into a rational side and an emotional side in the early 1980s, people today still believe this to be true. This advert from Mercedes is just one thousands of examples. • The brain is divided, and the two hemispheres do operate in profoundly different ways, but not as we realise.
  • 10. New Paths of Knowledge and Innovative Practices for Organisations in Transition © Simon Robinson 2014 The left hemisphere provides instrumental attention. This allows us to manipulate objects, and use things for our benefit. But this type of attention is narrowly focussed, and it means that we experience reality as fragmented, static and ultimately lifeless.
  • 11. New Paths of Knowledge and Innovative Practices for Organisations in Transition © Simon Robinson 2014 It is the right hemisphere that provides what one might call relational attention, enabling us to see the whole picture, to form social bonds, to inhabit and belong to the world we see, rather than simply being detached from it and using it. However, I would like to suggest that since the era of industrialisation to our modern age of technology, we have become out of balance, and our thinking has become dominated by the left brain way of seeing, especially in western economies.
  • 12. New Paths of Knowledge and Innovative Practices for Organisations in Transition © Simon Robinson 2014 The Holonomic Operating System Many people today say that in order to solve the complex problems we face, we need a higher level of consciousness. People can develop this higher level of consciousness by upgrading their mental operating system to one which we call the Holonomic Operating System. In the modern business world, dominated by technology, thinking is valued above all other ways of knowing the world. This is the logical, rational and symbolic way of thinking which separates us from the world. Note here that feeling is opposite thinking. Feeling is not emotion. It is through feeling that we achieve a sense of connection to other people and to nature. Sensing is the way of knowing of artists, photographers, painters and chefs. Whereas sensory knowing is very concrete, intuition provides us with a much deeper sense of the meaning of phenomena. It is responsible for insights, scientific discoveries and new ways of seeing.
  • 13. New Paths of Knowledge and Innovative Practices for Organisations in Transition © Simon Robinson 2014 New Paths of Knowledge and Innovative Practices for Organisations in Transition © Simon Robinson 2014 Discovering the four ways of knowing can be extremely powerful, especially for business executives who may be really stuck in thinking. Here is an exercise which Maria and I ran for business executives responsible for strategy in major Brazilian companies. We blindfolded them and gave them lumps of clay. We asked a simple question - with your hands create something which represents your relationship with nature and the concept of sustainability.
  • 14. New Paths of Knowledge and Innovative Practices for Organisations in Transition © Simon Robinson 2014 It was quite remarkable the stories and insights which the executives came up with. Here is a model of a person, and the arm actually broke. The person who made this said that it was representative of the fact that our heads were now out of proportion with the rest of our bodies.
  • 15. New Paths of Knowledge and Innovative Practices for Organisations in Transition © Simon Robinson 2014 In this picture we see children, and for some people the sense of the clay took them back to their childhoods, the last time they remembered such sensory experiences. Another person created children to symbolise the fact that it was only when he had children that he became interested in sustainability. This exercise was extremely emotional and powerful for those taking part. It can be used to discover new insights about our brands, and new ways to communicate about our brands.
  • 16. New Paths of Knowledge and Innovative Practices for Organisations in Transition © Simon Robinson 2014
  • 17. New Paths of Knowledge and Innovative Practices for Organisations in Transition © Simon Robinson 2014 There are many ways in which holonomic thinking can be applied to brands. This is example is Villa Brasil, a new umbrella brand created by the social enterprise SBrasil, who I mentor and have given advice on branding, marketing and strategy. SBrasil created a new mark, Fair Brasil, and currently sell Villa Brasil Coffee to local businesses in Belo Horizonte. What is interesting about the approach SBrasil take is that they are developing authentic ecosystems, ecosystems where each partner in the value chain shares the same set of values. When a partner signs up to the programme, they do not just sign a contract, but also sign up to a code of ethics, which is a demonstration of their commitment to the project in every aspect. Just like ecosystems in nature, this kind of ecosystem takes time to develop, since there is a lot of work with communities and organisations based around the exploration of the code of ethics, which is not imposed, but emerges from dialogue within the community and organisation.
  • 18. New Paths of Knowledge and Innovative Practices for Organisations in Transition © Simon Robinson 2014 Love Peace Truth Right action Non-violence ©Simon Robinson 2014 To summarise, we do not just encounter brands just through our rational minds, but connect through feeling, interact through sensing, and we comprehend the authenticity of a brand in our intuition. This authenticity can only come through a deep belief in human values. Although this is by no means a definitive list, these are the ones that Maria and I attempt to live our lives by: love, peace, truth, right action, and non-violence.
  • 19. New Paths of Knowledge and Innovative Practices for Organisations in Transition © Simon Robinson 2014 Authentic brands are ones which truly connect with their customers, and which truly connect with nature. The meaning of a brand cannot be imposed on others and is not static. Brands have to be allowed to live. I would therefore like to leave you with this new concept of a brand, inspired of course by the words of Dee Hock:
  • 20. New Paths of Knowledge and Innovative Practices for Organisations in Transition © Simon Robinson 2014 Brands are a perpetual becoming, or they are nothing. ! Brands are not a thing to be known or controlled. They are a magnificent, mysterious odessey to be experienced.
  • 21. New Paths of Knowledge and Innovative Practices for Organisations in Transition © Simon Robinson 2014 Thank you ! Simon Robinson ! @srerobinson ! www.holonomics.com.br

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