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Brand Heretics - Part 3: An Idea for an Industry

Ross Farquhar
Ross Farquhar

As part of the IPA Excellence Diploma, I wrote a fairly lengthy piece entitled: "I believe that the future of brands requires heresy: It's time for a new system of leading beliefs". Even the title is lengthy. So I've turned it into a presentation and chunked it up into three parts. This is the third, which introduces The Unit: The Marketing Industrys Thinking and Practice Institute.

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Part 3: An Idea for an Industry @rossfarquhar
So far weve established: - Common sense isnt up to much - Theres an alternative
An alternative set of beliefs is all well and good, but it wont be enough to dislodge something so ingrained.
So we need an idea to make the change
A New Setting
An institution to fill the void, modelled on a hybrid of the Royal Society and the Missional Church.
The Hub of Scientific Advancement Formed by followers of Sir Francis Bacon in 1660, the Royal Society founded modern science . Today its core purpose is to recognise, promote, and support excellence in science and to encourage the development and use of science for the benefit of humanity. It is essentially the central hub for scientific advancement.
The Missional Church movement formed in response to a perception that the Christian church had become too internally focused (maintaining their cultural privilege in society) . Its defined as a church which directs its ministry focus outward toward the context in which it was located and to the broader world beyond. It has an ever changing role depending on the context it finds itself in. An Outward Ministry
A Hybrid for Heresy The scientific rigour of the Royal Society combined with the external focus of the Missional Church. The Unit: The Marketing Industrys Thinking and Practice Institute
A New Leadership
A moment where we stop being rowdy troublemakers and start being a union of heretics. A mutually supportive pact across clients, agencies and researchers.
Brand Heretics - Part 3: An Idea for an Industry
A Set Purpose
In pursuit of marketing best practice, bridging academia and action.
A Defined Output
Create a doctrine with evolutionary ambitions.
So there we 温姻艶
Evangelical Revolutionaries wanted. Apply within.
Thank you. @rossfarquhar http://yetanothermarketingblog.tumblr.com
Download the full source essay, along with some much better ones, as part of the IPA Excellence Diplomas 2012 Campaign supplement. http://www.ipa.co.uk/document/excellence- diploma-campaign-supplement-2012 @rossfarquhar

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Brand Heretics - Part 3: An Idea for an Industry

  • 1. Part 3: An Idea for an Industry @rossfarquhar
  • 2. So far weve established: - Common sense isnt up to much - Theres an alternative
  • 3. An alternative set of beliefs is all well and good, but it wont be enough to dislodge something so ingrained.
  • 4. So we need an idea to make the change
  • 6. An institution to fill the void, modelled on a hybrid of the Royal Society and the Missional Church.
  • 7. The Hub of Scientific Advancement Formed by followers of Sir Francis Bacon in 1660, the Royal Society founded modern science . Today its core purpose is to recognise, promote, and support excellence in science and to encourage the development and use of science for the benefit of humanity. It is essentially the central hub for scientific advancement.
  • 8. The Missional Church movement formed in response to a perception that the Christian church had become too internally focused (maintaining their cultural privilege in society) . Its defined as a church which directs its ministry focus outward toward the context in which it was located and to the broader world beyond. It has an ever changing role depending on the context it finds itself in. An Outward Ministry
  • 9. A Hybrid for Heresy The scientific rigour of the Royal Society combined with the external focus of the Missional Church. The Unit: The Marketing Industrys Thinking and Practice Institute
  • 11. A moment where we stop being rowdy troublemakers and start being a union of heretics. A mutually supportive pact across clients, agencies and researchers.
  • 14. In pursuit of marketing best practice, bridging academia and action.
  • 16. Create a doctrine with evolutionary ambitions.
  • 17. So there we 温姻艶
  • 20. Download the full source essay, along with some much better ones, as part of the IPA Excellence Diplomas 2012 Campaign supplement. http://www.ipa.co.uk/document/excellence- diploma-campaign-supplement-2012 @rossfarquhar