Strategy Citizenship Growth

Modern brands are moving beyond a singular focus on commerce.

They are aligning their purpose with their business goals.

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Drawing from leadership roles at 72andSunny, Brand Citizens, and Surfrider Foundation, I specialize in brand innovation and growth.

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Hi, I'm Jim

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I’ve strategized with the world’s largest consumer brands and newest startups, collaborating across agencies and business units. Let’s talk about how I can assist your brand.

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Client Work

GOOGLE
Assisted in the design and execution of multiple Google Impact Challenges–developing strategies, supporting nonprofits, and empowering organizations to drive positive community change
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TIMBERLAND
Aligned the brand's modern vision – clarifying its global presence and aligning program decisions, new brand opportunities, and cultural events
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NIKE
Created a framework to ground the brand's purpose in authenticity and impact, assessed initiatives, analyzed citizenship, and provided an operational playbook for behavior and presence
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CLIF BAR
Tackled brand inconsistencies by addressing articulation gaps. Following extensive analysis, we delivered five playbooks and decision-making guides for brands
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SURFRIDER FOUNDATION
As CEO, I led a cultural shift, modernized communication, and boosted measurability—yielding 175% revenue growth, doubled staff, expanded chapter network, 500% rise in partnerships, and over 250 coastal victories
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VERIZON
Pivoted a telecom from status quo to trusted tech, delivering a strategic framework and operational playbook—resulting in the new Citizen Verizon global brand and recognition on the Forbes "Just 100" List
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BRITA
Helped a sustainability pioneer refocus by addressing misaligned purpose and ambitions—delivering analysis, clarified purpose, and an executive scorecard resulting in better focus and faster responses
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TILLAMOOK
Made “Dairy Done Right” the company's operating system. Transformed a regional brand into a shared-value beacon with a new north star, strategic framework, and revitalization plan, achieving B Corp certification and sector leadership
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72&SUNNY
Reinvented a business with diversity as its key driver. Solved direction and alignment issues, delivering a purpose statement, strategy, and playbook resulting in sector leadership, clear goals, and impactful partnerships
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SUPREME
Delivered citizenship analysis that framed internal sentiment and external pressures. Promoted evolution in leading change, disrupting culture, and fostering belonging for young skaters and cultural enthusiasts
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UNITED HEALTHCARE
Focused on health equity by aligning strategy across teams – delivering insights, sponsorship criteria, NFL partnerships, and targeting community engagement with a resonant brand narrative
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Substack / BRAND CITIZENS

Signals at the crossroads of capitalism and culture

If Charles Ponzi Ran Your Brand
Oct 22, 2025

Past profiles include Rachel Carson, Andy Warhol & James Baldwin.The most influential figures in history weren’t always saints—some were schemer…

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Human Please!
Oct 17, 2025

We’ve reached the point where nearly everything we touch is optimized.Copy written by AI. Songs remixed by algorithms. Chatbots trained to sound compassio…

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Soft Power Starts Inside
Sep 29, 2025

In a skeptical world, brand equity doesn’t begin with logos or campaigns. It begins inside—with the belief systems people carry.A brand is not a tag…

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The Outrage Economy
Sep 25, 2025

Touch the logo, get electrocuted. Welcome to nostalgia branding.Cracker Barrel refreshed its logo and restaurant design. The internet—where outrage is the…

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If James Baldwin Ran Your Brand
Sep 22, 2025

Historical Futures Series: Past profiles include Rachel Carson & Andy Warhol.James Baldwin would break this blog series because he wouldn’t be your CM…

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