Warm-up presentation for Madinge Group "Annual Russian Panel". We descided to discuss how branding people can help to "re-brand" capitalism

1. Medinge Group
Annual Russian Panel
Dmitry Petrov & Sergei E.Mitrofánov
Barcelona; September 6th, 2012
четверг, 20 сентября 12 г.

2. About «Russian Panel»
• 40-50 minutes for discussion including
warm-up presentation
• We plan to write an article for Medinge
Journal based on discussion... or still plan...
• ...it’s NOT about Russia
...it is about branding, business,
people, society, etc...
четверг, 20 сентября 12 г.

3. «Russian Panel» history
• 2006 - Innovation Branding
• 2007 - Place Branding
• 2008 - Branding in B.R.I.C. economies
• 2009 - Consumer 2011
• 2010 - Branding Tecnologies
• 2011 - Brands out of Control
• Setembre 6, 2012 - ...
Dmitry Petrov & Sergei E.Mitrofánov || Barcelona; September 6th, 2012
четверг, 20 сентября 12 г.

4. «...Greed, for lack of a better word, is good. Greed is right. Greed works. Greed clarifies, cuts
through, and captures, the essence of the evolutionary spirit. Greed, in all of its forms; greed for life,
for money, for love, knowledge, has marked the upward surge of mankind and greed, you mark my
words, will not only save Teldar Paper, but that other malfunctioning corporation called the U.S.A.»
Michael Douglas as Gordon Gekko
Wall Street movie; by Oliver Stone,
1989; 20th Century Fox
Dmitry Petrov & Sergei E.Mitrofánov || Barcelona; September 6th, 2012
четверг, 20 сентября 12 г.

5. Sayonara Capitalism!
7
th
ANNUAL
RUSSIAN
PANEL
четверг, 20 сентября 12 г.
Dmitry Petrov & Sergei E.Mitrofánov || Barcelona; September 6th, 2012

6. «...Owners of capital will stimulate
working class to buy more
and more of expensive goods,
houses and technology, pushing
them to take more and
more expensive credits, until
their debt becomes unbearable.
The unpaid debt will lead to
bankruptcy of banks, which will
have to be nationalized, and State
will have to take the road
which will eventually lead
to communism...»
Dmitry Petrov & Sergei E.Mitrofánov || Barcelona; September 6th, 2012
четверг, 20 сентября 12 г.

7. «...Owners of capital will stimulate
working class to buy more
and more of expensive goods,
houses and technology, pushing
them to take more and
more expensive credits, until
their debt becomes unbearable.
The unpaid debt will lead to
bankruptcy of banks, which will
have to be nationalized, and State Karl Heirich Marx
Economist; Germany, 1867
will have to take the road
which will eventually lead
to communism...»
Dmitry Petrov & Sergei E.Mitrofánov || Barcelona; September 6th, 2012
четверг, 20 сентября 12 г.

8. From speculator's
Paradise...
• It's so nice and profitable
to sell promises and
opportunities!
Dmitry Petrov & Sergei E.Mitrofánov || Barcelona; September 6th, 2012
четверг, 20 сентября 12 г.

9. ...to speculator's Hell
• It's so horrible and
pailful when promises
are being burned out ...
Dmitry Petrov & Sergei E.Mitrofánov || Barcelona; September 6th, 2012
четверг, 20 сентября 12 г.

10. the history of
capitalism
• craft economy
• mass production
• mass consumption
• intangible assets (brand
& IC) - selling promises
• ...?
Dmitry Petrov & Sergei E.Mitrofánov || Barcelona; September 6th, 2012
четверг, 20 сентября 12 г.

11. the Me$$iah 1.0
• EBITDA today is more
then just a financial term
it becomes the ICON
for top managers and
owners
Dmitry Petrov & Sergei E.Mitrofánov || Barcelona; September 6th, 2012
четверг, 20 сентября 12 г.

12. the Me$$iah 2.0
• Young entrepreneurs /
startupers are focusing
their efforts on investors
Dmitry Petrov & Sergei E.Mitrofánov || Barcelona; September 6th, 2012
четверг, 20 сентября 12 г.

13. creation
speculation
Dmitry Petrov & Sergei E.Mitrofánov || Barcelona; September 6th, 2012
четверг, 20 сентября 12 г.

14. Dmitry Petrov & Sergei E.Mitrofánov || Barcelona; September 6th, 2012
четверг, 20 сентября 12 г.

15. Dmitry Petrov & Sergei E.Mitrofánov || Barcelona; September 6th, 2012
четверг, 20 сентября 12 г.

16. cti on s?
ob je
Branding people -
you are guilty too!
Dmitry Petrov & Sergei E.Mitrofánov || Barcelona; September 6th, 2012
четверг, 20 сентября 12 г.

17. ‣ Is it a rise of a «new trinity» for
contemporary capitalism?
‣ Branding people! Are you guilty too?
‣ What can Medinge Groupand its
friends do for re-branding of capitalism?
Dmitry Petrov & Sergei E.Mitrofánov || Barcelona; September 6th, 2012
четверг, 20 сентября 12 г.

18. ‘The king is dead,
long live the king'
Dmitry Petrov & Sergei E.Mitrofánov || Barcelona; September 6th, 2012
четверг, 20 сентября 12 г.