The powerpoint describing some of the key ideas in my new book, given as a presentation to the IPA in London.

2. MadeWith
The Emerging Alternative
to Western Brands

3. What 9/11 told me was that there was no
way that globalisation was going to be
Americanisation in the future nor should
it be. In order for globalisation to
advance, it had to be accepted by more
people; but not by imposing the
dominant American social and
philosophical beliefs and structures.
Jim O’Neill, Goldman Sachs

4. Source: IMF

5. The economic growth we have seen in
non-Western countries over the last ten
years is enabling the emergence of a
new generation of humanity, both
modern and non-Western, whose stories
I am sure will soon feature regularly in
the literature we read.
Orhan Panuk, Novelist

6. The West’s Idea of Geography
THE
WEST
Progress
Chaos
Future
East/
South/
Unknown
Globalization
Technology
Sustainability
Frontier

7. The USA as Hero’s Journey

8. A community in a harmonious
paradise is threatened by evil;
normal institutions fail to
contend with this threat; a
selfless superhero emerges to
renounce temptations and
carry out the redemptive task;
aided by fate, his decisive
victory restores the community
to its paradisiacal condition;
the superhero then recedes
into obscurity.
Lawrence and Jewett, 1977
The USA as Hero’s Journey

9. Made By

10. Made By

11. Made By

12. Made By

13. Made By

14. The coming into being of the notion of "author"
constitutes the privileged moment of
individualisation in the history of ideas, knowledge,
literature, philosophy, and the sciences. Even today,
when we reconstruct the history of a concept,
literary genre, or school of philosophy, such
categories seem relatively weak, secondary, and
superimposed in comparison with the solid and
fundamental unit of the author and the work.
Michel Foucault

15. What if brands were created in a
region that distrusted ego, the icon,
authorship, personality?
Made By
With

16. The Interland
Turkey
Lebanon
Jordan
Egypt Dubai
Qatar
Indonesia
Malaysia
Iraq
Iran
THE
WEST
EUROPE
USA
THE
EAST
CHINA
INDIA
JAPAN
KOREA
Tunisia

17. Made By
Ego
Identification
Object
Irony
Distinction
Positioning
Either/or
Break with the Past
Admiration
Made With
Self
Meaning
Subject
Commitment
Inclusiveness
Holistic
And
Develop with the Past
Love

18. Craft
With
Invent
With
Adapt
With
Remake
With
Fuse
With
Emerge
With
Citizens
With

19. Craft With
Networks of artisanal production
made relevant to modern markets

24. Invent With
Bringing humanity, story, play and
involvement to new technology

29. Adapt With
Importing, adapting & surpassing
best practice from the West

34. Fuse With
Synthesize ‘East’ and ‘West’ to
create transcendent, universal ideas

39. Remake With
Layers of heritage creating an
archeology of the future

44. Emerge With
The power of networks to create
awareness, movements, change

49. Citizens With
Finding a common ground and
purpose in divided societies

54. Craft
With
Invent
With
Adapt
With
Remake
With
Fuse
With
Emerge
With
Citizens
With