Koan No. 4
Does Size Matter?
A pirate was caught and dragged before Alexander the Great. “By what right do you terrorise the seas like this? asked Alexander. “I have only one ship,” replied the prisoner, “so they call me a pirate. You have a navy so they call you the emperor.”
taken from Augustine City of God V
In most branded communications part of the task is to communicate the size and status of the communicator implicitly. And as globalisation becomes a reality, despite the millions being spend on charm offensives it is becoming more difficult to present the big guys as the nice guys. Is biological warfare really the abomination the press say it is or is it the nuclear option for the politically disenfranchised? Are the moral boundaries for large organisations broader, narrower or just different? And if different then why?