Episode 108: Ruoyun Xu Killian
Branding for Good
I’ve long felt that branding and marketing are agnostic tools; that if they can be used to manipulate, persuade, convince, etc. then they can also be used to inspire, invite, and empower. But to brand and market for good requires a certain level of consciousness.
With that backdrop, I was excited to have my good friend, Ruoyun Xu Killian. Based here in Austin, Ruoyun has the heart of an activist and the branding mind of a genius. She and I discussed “branding for good” and both answered these three questions:
When and how should a brand take a stand on social issues?
What is the difference between allyship and just being patronizing?
What is "human-centered marketing"?