I found this article very interesting, and it surfaces many fascinating notions. I agree in the sense of urgency around creating a brand for cultural change. My thought to add is how do we distinguish from other “brands” that are often transactional. Social change is not transactional. When we identify a problem, we can’t just quickly consume a solution that changes our cultural outlook or issues. We can design solutions to complex problems, but we have to participate in many steps in creating, refining and implementing a solution. I think it’s like visiting IKEA over and over again but not seeing our home furnished quite yet.