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This map of earth created by Buckminster Fuller is an example of content evolving. The Fuller projection of our planet peels away the sections
of a globe so the relative sizes of land masses and oceans remain visually proportional – giving us a more accurate view of our world.


"Unleashing the Power of Design Thinking" (pdf)
Disclaimer: For multiple copies or to distribute this article, please contact the Design Management Institute:
Design Management Review
101 Tremont Street, Suite 300
Boston, MA 02108
617 338 6380 - fax: 617 338-6570

"Experience Design that Drives Consideration" (pdf)
Disclaimer: For multiple copies or to distribute this article, please contact the Design Management Institute:
Design Management Review
101 Tremont Street, Suite 300
Boston, MA 02108
617 338 6380 - fax: 617 338-6570

"How IBM Innovates" (pdf)
Disclaimer: For multiple copies or to distribute this article, please contact the Product Development Management Association:
PDMA Associate Services Manager
International: 01 856 439 9052, x 4239
U.S. toll-free: 800 232 5241, x 4239

"The IBM Think Strategy: melding strategy and branding" by Kevin Clark and Mark McNeilly, IBM Personal Systems Group, appearing in the spring issue of Strategy and Leadership magazine, volume 32, number 2, 2004.

Brandscendence ™
Three Essential Elements of Enduring Brands

Kevin A. Clark

Dearborn Financial Press
Spring 2004
"Brandscendence"- the fusion of "brand" and "transcendence" - brands that go beyond ordinary limits.

World-class commercial brands such as BMW, Coke, Disney, General Electric, IBM, and even not-for-profit institutions such as the Red Cross are on the journey to Brandscendence. They have enduring reasons for being, yet adapt to changing circumstances and evolve over time.

Brandscendence is designed to simplify the branding conversation to make brand strategy accessible to anyone - and to any organization.

Clark uses success stories and examples to illustrate his theory on the three essential elements enduring brands must manage: relevance, context and mutual benefit. First is the organization's or product's enduring relevance to the customer. Next is the context in which the brand must adapt to cultural shifts or changing economic needs of customers over time. Relationships are then turbocharged when all stakeholders perceive mutual benefit, which creates a bank of goodwill to nurture future interactions - and is crucial in times of crisis.

Once you read Brandscendence you'll be able to see branding at work every day and the heavy lifting it does all around you.

Brandscendence studies the broader role of branding and, through what Clark dubs "BrandNext ™," it's strategic applications for the future. Chapters include industry sector analysis with exciting collaborative input from some the country's foremost experts in business and academia who study marketing and branding.

"All brands today must adapt to a changing world while remaining true to their heritage and what they stand for. Reading and applying the principles of Brandscendence will let you navigate these turbulent waters to create value for your company and meaning for your customers."

B. Joseph Pine, co-author, The Experience Economy and co-founder of Strategic Horizons LLP

"Brandscendence is an unusual and very personal memoir of the thoughts on branding of the brand steward of the IBM ThinkPad. Kevin Clark writes in the first person, drawing from his business experience, personal relationships, and his eclectic reading of the branding literature and work in allied social sciences. All thoughtful students of branding will be challenged by this creative and provocative book."

John Lynch, Professor of Marketing, Fuqua School of Business, Duke University

"I got to see Kevin in action the other day and I thought to myself, as I always do, 'this guy gets marketing right down to the DNA. Brandscendence is a book to take you through the mysteries of branding."

Grant McCracken, Cultural Anthropologist, author of Plenitude, and
Adjunct Professor, McGill University says: Clark looks at the “great brands” of our time (McDonald’s, Disney, Ritz) and distills their endurance to possession of three elements: Relevance, Context and Mutual Benefit. A basic book on branding that is well researched and well written, Clarke writes in a conversational style that doesn’t patronize the reader. The book is peppered with interesting and original examples or anecdotes to illustrate the lessons. (RR, Jan-05)

Wireless Rules: Customer Relationship Marketing Anytime, Anywhere by Frederick Newell and Katherine Newell Lemon, Ph.D. and published by McGraw-Hill in 2001 (contributing writer, chapter titled "The Future of Marketing in a Wireless World").

Listening and Leading in User-Focused Design by Kazuhiko Yamazaki, IBM Japan Ltd. and Kevin Clark, IBM Personal Computing Devices Worldwide, paper delivered at "Ooulin: Great Harmony in Design" conference of the International Association of Design Professionals held in Seoul, Korea, 2001.

The Handbook of Strategic Public Relations and Integrated Communications by Clark Caywood (with others) and published by McGraw-Hill in 1997 (contributing writer, chapter titled "Media Transformation and the Practice of Public Relations").

Multimedia Handbook, (interview, 1995).

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