Build A Purpose-Driven Brand & Reap Rewards, Russ Stoddard, TBJApodcast 215
Listen to the Episode Below (00:27:25)
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Build a purpose-driven brand & reap rewards is what Russ Stoddard says is simply good business. Learn how your brand can have a purpose that resonates with consumers and inspires good in the world.

Russ is founder and president of Oliver Russell, a consulting firm that builds brands for purpose-driven companies whose products, services or business models benefit society. He is also a leader in the certified B Corporation community, a new classification of companies that use the power of business to solve social and environmental issues.

Russ has helped start four companies and five nonprofits, and is a published author and playwright as well.

Think Like A Journalist Quote

Companies with a higher purpose are more profitable than those that just think about the bottom line. –Brian Solis

Success Tip

market position: unique position in market place to give competitive advantage

Career Highlight

Selected as one of the best in the world for B Lab and B Corporation.

When It Didn’t Work!

The company pursued a new position that was against its core values simply because it looked like a good financial decision. Find out what happened and what Russ had to do to change course and get back on track.

Build A Purpose-Driven Brand & Reap Rewards

  1. Identify your core values.
  2. What is the change that you want to use your business to make in the world as a social entrepreneur.
  3. Figure out how you can prove that.
  4. Remember action talks and ^%#*(_ walks!
  5. Make your business accountable for the change you want to make.
  6. Have a strong personality in your brand that differentiates from the rest.
  7. Take a stand. Don’t do business with clients that don’t align with your core values.
  8. The heart of every story starts with writing your idea. Ideas are fleshed out by writing. Craft your tweets and headlines carefully.
  9. Keep your message simple to score big with audiences.

Multimedia Resource

Hooper app


Aaker On Brands Blog

Resource Links and Contact Information: where can we find you?

Forbes Article: Brand Defining

TBJA 035 Katie Kerr: Helping Businesses Do Good For The World


Oliver Russell Website

Twitter @Russ Stoddard

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Phoebe Chongchua
Phoebe Chongchua

Phoebe Chongchua is a multimedia Brand Journalist, Brand Consultant & Marketing Strategist who is revolutionizing brand communication with consumers. She makes companies remarkable using brand journalism storytelling to grow their online presence, build a community, and gain greater market share. Phoebe is a former TV News journalist who helps brands gain a competitive advantage by learning to “Be the Media”. Phoebe is the host of “The Brand Journalism Advantage” podcast and a “Top 50 Podcaster To Follow”. Listen in iTunes or at

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