Sep 2 • 41M

Episode 108: Ruoyun Xu Killian

Branding for Good

 
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Justin Foster
Ruoyun Xu Killian
The Third Way is a podcast hosted by Justin Foster, brand coach, consciousness leader and poet. Each week, he introduces listeners to a new Third Way Thinker where they talk through a topic and both answer a set of three questions - all designed to challenge binary thinking, absolutism and dogma.
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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"? 

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