As mothers and wives and sisters, women have historically been cast as the role of caretaker. Most often our “brand” has been associated with the coordinator of a family, the director of a household and the nurturer of the next generation.
If only, I have thought, we could be charged with solving the world’s biggest problems, we could bring the world together AND transform our brand from more passive caretakers to dynamic peacemakers.
On this International Women’s Day, Korea Peace Now is using the power, the caring spirit, and the unrelenting drive of women to push for a peaceful end to the Korean conflict. To change the narrative to women as peacemakers. To “brand” women as instigators of positive action, as architects of peace.
The new campaign, just launched this month, celebrates the impact women can have when they band together to solve the world’s biggest conflicts. It capitalizes on a moment in time, but builds a monument to the peace process. This is the very definition of building a brand in today’s hyper-changing world. Marking a moment, all the while creating a movement.
About the Author | Susan Cantor
Susan Cantor, CEO at RedPeak Branding, is a proven agency and client leader with over 20 years of experience in helping companies transform their brands, enter new strategic territories, and launch new offerings. Prior to joining RedPeak in 2015, she served as President and CEO of Lowe Worldwide in New York, and Founder & Chief Executive of brand consultancy CLEARBLUESKY. She has helped some of the world’s most beloved and prominent brands achieve greatness in their categories.