An institution is any structure or mechanism of social order and cooperation governing the behavior of a set of individuals within a given human community. Institutions are identified with a social purpose and permanence, transcending individual human lives and intentions, and with the making and enforcing of rules governing cooperative human behavior.

An organization is a social arrangement which pursues collective goals, controls its own performance, and has a boundary separating it from its environment. ..There are a variety of legal types of organizations, including: corporations, governments, non-governmental organizations, international organizations, armed forces, charities, not-for-profit corporations, partnerships, cooperatives, and universities.

I think somewhere between the two lies the organisation of the future – where the collective intent of the workforce is more than the sum of the parts. I liked the ‘social purpose’ part of the institution which to me, made it superior to the organisation that has a boundary that separates it from the environment. I felt that this boundary had become an increasingly impervious wall, something that affected intent, culture and even ideas. But I’m not so sure of the ‘permanence’ of the institution.  Is it just the idea that’s permanent or the manifestations too?

Let’s quickly bring back that ‘where is this going’ thought into a brand perspective. When i wrote about appification and multiple platforms a fortnight back, I wondered what was the structure that could hold the identity of a brand together. Logos, mission statements, and even the experience – all of which have been used to define ‘brand’ seemed unworthy. Even my favourite – ‘promise to the consumer’ seemed barely there.

The bad news – I don’t have an answer yet. The good news – out there, (at least) a couple of razor sharp brains,  armed with much more experience and knowledge, are piecing together the principles that would guide the functioning of the enterprise. The organisation is after all, a means to an end, and the brand is one of those means. So from that, I’m sure, clarity will emerge for brands too.

until next time, to boldly go where no enterprise has gone before