My friend and Medinge colleague Nicholas Ind has, with Rune Bjerke, written a new book called Branding Governance, which, at last, takes us back to matters of internal branding and OB.
   For the last 10 years, there has been a lot of externally focused branding books, particularly as the public became fascinated with the word—for which we have Naomi Klein to thank. The consideration of external image and consequences of branding and their use as inputs into the antecedents may have probably contributed to some organizations losing their direction, so Nicholas’s and Rune’s book comes at a very good time.
   Nicholas told a few of us that Branding Governance is ‘more philosophical’, and his first chapter does reflect that thinking. I wrote, in response:

Since the late 1990s, I have been concerned at how the pendulum has swung toward the external, the sort of development that brought forward Cool Britannia. Focusing on the external had some academic interest: could identity be thought of as branding, and should the consequences of branding be considered at the expense of an identity programme that analysed the true internal talent of the organization? I mean, at least that gave the programme some direction, even if it was at risk of dating more rapidly as there is nothing to suggest managing these outwardly directed brands would be any easier than those that were more introspective!

   Branding Governance is out now, from Wiley. Posted by Jack Yan, 13:37  permalink

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