Author(s): Mohamed Buheji

Abstract:

This paper explores the unique branding paradigm of the Inspiration Economy (IE), which diverges from conventional product or service branding to instead brand transformative socioeconomic solutions, processes, and outcomes. Through a qualitative analysis of IE's extensive portfolio of labs and publications, a strategic framework is identified and mapped where the branded "product" is a replicable model, a proven methodology, or a powerful human outcome.

The study demonstrates how IE constructs its brand authority through a cohesive ecosystem anchored in a core philosophy of inspiration, articulated through distinct thematic pillars, and validated by evidence-based, co-created impacts. We argue that IE branding operates by turning abstract concepts into tangible, credible assets, leveraging "Inspiration Currency" as a measure of non-financial value, and targeting stakeholders from governments to communities. Ultimately, this paper posits that IE represents a paradigm shift in strategic branding, where trust and authority are built around a new, impactful way of creating and measuring socioeconomic change.

The findings reveal that IE branding is an evidence-based ecosystem that integrates a core philosophy, strategic thematic pillars, and multi-channel dissemination to build authority. The study concludes that IE successfully brands concepts, making them replicable and desirable for a global audience of policymakers, NGOs, and communities, thereby establishing a new standard for value and impact in socioeconomic development.

Keywords: Inspiration Economy, Strategic Branding, Longitudinal Study, Brand Value Co-creation, Inspiration Currency, Transformative Outcomes, Evidence-Based Marketing, Solution Branding, Process Branding, Place Branding, Human-Centric Branding.

DOI: 10.61165/sk.publisher.v12i10.3

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Revisiting Branding – A Longitudinal Study of Inspiration Economy Projects

Pages:28-42