MadeWithThe Emerging Alternative

to Western Brands

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

Source: IMF

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

The West’s Idea of Geography

THEWEST

ProgressChaosFuture

East/South/Unknown

GlobalizationTechnologySustainability

Frontier

The USA as Hero’s Journey

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

Made By

Made By

Made By

Made By

Made By

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

What if brands were created in a region that distrusted ego, the icon, authorship, personality?

Made ByWith

The Interland

Turkey

Lebanon

Jordan

Egypt Dubai

Qatar

Indonesia

Malaysia

Iraq

IranTHEWEST

EUROPEUSA

THE EAST

CHINAINDIAJAPANKOREA

Tunisia

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

CraftWith

InventWith

AdaptWith

RemakeWith

FuseWith

EmergeWith

CitizensWith

Craft With

Networks of artisanal production made relevant to modern markets

Invent With

Bringing humanity, story, play and involvement to new technology

Adapt With

Importing, adapting & surpassing best practice from the West

Fuse With

Synthesize ‘East’ and ‘West’ to create transcendent, universal ideas

Remake With

Layers of heritage creating an archeology of the future

Emerge With

The power of networks to create awareness, movements, change

Citizens With

Finding a common ground and purpose in divided societies

CraftWith

InventWith

AdaptWith

RemakeWith

FuseWith

EmergeWith

CitizensWith