Branding Episodes

“There's a younger generation of donors who really don't see themselves as much a donor as they do generous and wanting to stand for certain values. And so their contribution… is an expression of the injustice that they want to fight and their perception of themselves of being that: the fighter for justice and equality in the world.” – Mark Miller Nonprofit leaders share a collective sigh of relief when the clock hits midnight on December 31. The year-end push is over, and you’re ready for a fr...

"Still, you saw those moments of person-to-person care and outreach that really do illuminate what it means to be a Southwest Airlines warrior, and that is that we're in this together. We're going to take care of each other and we're going to figure out how to get out of this.” - Linda Rutherford Tough times fall on all organizations. Whether it be from mistakes made within, unpredictable storms or financial events, and even pandemics… things can happen. And when they do, having a strong foun...

"I looked into it and couldn't believe it, like I felt like a freaking chump because I had been paying medical bills for all of these people that would've been eligible for free or reduced care if I would've known about these programs." - Jared Walker So many organizations get caught with their heads down, hyper-focused on what they’re doing, that they don’t realize there is often a better way. Sometimes being innovative just means taking a step back and putting yourself in spaces to find the...

Liquid Death is more than just a beverage company. As CEO Mike Cessario puts it, their product is entertainment just as much as it is drinks. And while they are a for-profit company, their passionate commitment to the cause of “killing” plastic pollution has been vital to their success. Building a likable brand with an authentic charitable message isn't easy, but Liquid Death has mastered the art of being genuinely impactful while maintaining its cool factor. It's not just about flashy graphics ...

"Whenever we're trying a new thing, if we're going into a new product, if we're going into a new marketplace, –whatever it is, we are running it through that grid; How are we being generous in this space? How are we being humble in this space? How are we being unifying?" - Michael McDonald Truly satisfying work requires self-fulfillment. During a successful career in the hospitality industry, Michael McDonald was confronted with a welcomed opportunity to extend and challenge his work, but after ...

" There was a need to be able to humanize the North Korea issue, the North Korean people, and how we define success of redefining North Korea, rebranding North Korea. It's that when we go out and you ask somebody, when you think about North Korea, what's the first thing you think about that? It could be a specific story of a North Korean person. It was a memoir. They read somebody's experience." - Hannah Song Stories change us. They have an unparalleled ability to move and inspire us, especially...