Memetic ChangeThis: Jonathan Salem Baskin is a good example of a site set up to accomplish memetic branding.

I introduce Social Capital Value Add in its 50th issue and have hightlighted the other new ideas from Seth Godin, John Kotter, Jonathan Salem Baskin, Vince Procente and Andrew Abela in this post on

In particular, I wanted to bring your attention to the release by Jonathan Salem Baskin.  I have only had a quick look, but the points he makes seem to be aligned with the ideas of memetic brand.

From the ChangeThis blog …

10 Rules for Branding In a Post Branded World by Jonathan Salem Baskin

“We live in the twilight of a branded world born over 100 years ago.

Most marketing remains blinded by the fading glare of its old, outdated promises.

Yet there is a new approach to brands ahead of us, based upon a definition that is less about static image and imagined identity, and more about real-time interaction and actual involvement between company and consumer.

This is your Manifesto for making branding work in a post-branded world.”

Click here to visit the site.
Click here to download the PDF.

Jonathan & I are both urgently trying to bring your attention to the burning platform that is traditional brand management. I have added his “Dim Bulb” blog to my blogroll.

Vote SCVA! The dog buttons …

Vote for SCVA @

A few weeks ago, after receiving a reviewers version of “Introducing Social Capital Value Add” one of the founders of suggested that I propose SCVA as a ChangeThis manifesto.

This afternoon I received a phone call and email confirming that the Editorial Board at has accepted my proposal.  It should be posted for voting on their site tomorrow (May 20).

Distributing the SCVA idea through ChangeThis would be a great way to obtain the next round of feedback required to improve it.  Tom Peters, Chris Anderson, Gladwell, Seth Godin, Toronto’s recently attracted Richard Florida and many more have instigated some great ideas through

The hitch is that getting a proposal up on the site is only the first step.  Now I need people to vote to have the proposal published as a full manifesto.

I have made a concscience effort to cultivate my social capital over the years volunteering for alumni groups, doing the business, Facebook and LinkedIn networking thing, so I am hopeful that I’ll get by with a little help from my friends.

Nevertheless, the fact is that we’ll need support from far beyond my personal networks to rise through the changethis ranks, so a couple of phone calls ensued today (it being a national holiday in Canada) with my friends at Context and voila!  A little word of mouth campaign was hatched.

As fate would have it there are some key events coming up in Toronto this week.  As I mentioned over at Joseph Thornley has put together a great panel on Tuesday night who will discuss the issue of measuring social media.  And then there is MESH.

So hopefully we will have a few VOTE SCVA at buttons to hand out at the event but don’t wait!  Please grab the button and link above. Vote and pass, vote and pass at:

UPDATE: Seth was the founder who suggested submitting SCVA to ChangeThis.  It topped the month and is being published on Sept.10th., 2008.