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The launch of c&binetforum.org
C&binet | 20 Nov 2008, 19:01
By Andy Burnham
Welcome to c&binetforum.org, the website for c&binet – a new forum to debate the opportunities and pressures common to innovative, creative businesses.
Our aim is simple: to maximise the economic power of creativity through better dialogue between the creative and commercial worlds.
But, in the digital age, that dialogue must be international if we’re to find durable answers to the key questions, such as:
How best to protect and exploit intellectual property?
How to raise finance for innovation and where to find commercial partners?
How to unlock talent on an international scale?
How to find new ways for the public and private sectors to work together?
On an international level, this debate has lacked focus and leadership. C&binet aims to change that.
It seeks to promote dialogue at every level – business to business, business to government, government to government – commensurate with the growing importance of creative industries in the new world economy.
Twenty-three influential and internationally-respected figures – names such as Nicholas Coleridge, Satjiv S Chahil, Tom Dixon, Nancy Tellem, Jatin Das and Jocelyn Stevenson – have agreed to act as global c&binet ambassadors, leading the debate.
I will be contributing to this website regularly. As the debate unfolds, and as this website grows, I expect the ambassadors – and other guest bloggers – to provide insight and direction. You will also find industry news, relevant articles and think-pieces here, and opportunities to comment and contribute yourselves.
As the founding hosts and funders of c&binet, my department expects to spend more time listening than talking – and, in time, to relinquish ownership so that c&binet becomes an active network owned by the creative community and run on a not-for-profit basis.
Tonight, c&binet ambassadors will meet for the first time in Liverpool, the European Capital of Culture, at an event I am hosting with Barbara Follett, the Minister for Culture, Creative Industries and Tourism.
We will be laying plans for the first c&binet annual conference, set for October 2009. The aim, in time, is to create one of the most significant and relevant events in the international business calendar – a Davos for the creative industries.
Thanks for reading – I hope you find the site interesting and informative. I look forward to your contributions.
Colour, design, name, contrast, etc. are important parts of branding for entering a market, but quickly after that evidence shows that successful companies shift to total brand management. Essentially never promise what you can’t deliver, respond to customer need and understand competitor threats.
There is a great case study of this from New Zealand where one of the top global courier companies could deliver 100% of all packages in 2/3 of the time of their competitors, and 80% in 1/3 of the time of their competitors. Their sales team went out and hard sold package delivery in 1/3 of the time, so the brand equity quickly devalued and people thought the courier was the worst. Brand equity was restoerd when sales people and an advertising campaign recrafted the message to guarantee delivery in 2/3 of the time of their competitors.
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