Minding Your Own Brand

What can you do to make a difference in the world?

By Dave Lubelczyk

At a business expo in Providence, RI, I had the opportunity to meet Bert Jacobs and hear him speak. Bert is the CEO (Chief Executive Optimist) of Life Is Good, a once small t-shirt company which has now become an $80 million brand with a varied product line. However, the success story of this brand is not just a financial one. Not only do they provide extraordinary products and customer experiences, but they have built a model brand with a culture that inspires a passion in both employees and customers which goes beyond their products. While employees already consider this company an extraordinary place to work, they say that their favorite part of the job is working at the many Life Is Good festivals even though they are not paid to work these events. Life Is Good holds these community-building events throughout the year to provide fun, raise money for worthwhile causes, and help to make the world a better place.

Making a difference in the world is one of Bert’s corporate goals and therefore he and his brother John have built a brand with a cult-like following which inspires employees, customers and anyone who touches this company to make life good for themselves and those around them. The result is a successful company that is good for the world.

I feel more companies should be extraordinary and strive to make a difference, which is why I challenge you to make the world an extraordinary place one brand at a time. I am spreading the Life Is Good story because I am passionate about creating extraordinary organizations that make a difference and this company is one model of how to do that.

I encourage you to learn more about his remarkable company by visiting www.lifeisgood.com or reading the many articles which have been written about them like this INC.com article. Then use it as a catalyst to think of ways your company can be extraordinary, create passion, make a difference, and give back to the community.

Finally, you can experience the magic of Life Is Good and help make a difference by participating in Life Is Good at Fenway. Support an athlete, purchase a ticket for the event, or buy a colorful festival tee shirt, and help them raise $1 million dollars in one day.

Dave Lubelczyk is the president of IMAGEidentity, LTD which helps organizations achieve success by building advocacy through brand development and organizational development. He can be reached by phone: 508-259-9016 or by e-mail: dave@imageidentity.com.

Click Here to Read Current Issue