You might not think compassion has much to do with branding.

We don’t like to disagree. Actually, that’s not true. We do like to disagree. (See what we did there?)

We think compassion has everything to do with branding. (When clients identify compassion as a core belief during Root Sessions, we get a bit giddy.)

As evidence, look at how the least compassionate brands fare in today’s marketplace (Uber, Donald Sterling, Papa John’s).

We recently spent a week considering the intersection of compassion and brand.

We muse on all topics branding and being human on Instagram @rootandriver . We invite you to follow along and share, challenge, ask and add. To reach us directly, fill out this form.

Emily Soccorsy + Justin Foster are cofounders of the intrinsic branding practice known as Root + River. Together with their defiantly different clients, they uncover then articulate the foundational elements of the brand. Then, they provide brand strategy and brand coaching as the brand is rolled out internally and externally. Obsessive about language and differentiation, Emily + Justin are also authors and speakers. Follow @rootandriver @fosterthinking and @emilyatlarge.

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