Brand Cool Introduces Map for Igniting Change Within Organizations and Communities

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Marketing Agency Identifies Components to Fostering Sustainability Integration and Behavior Change

How can businesses drive more rapid, systemic change within organizations and with their customers while integrating sustainability principles? Brand Cool, a marketing agency supporting a sustainable world, today announced its “Change Maker Map,” which gives leaders the tools necessary to recognize and reach people, earn their trust, and support them in adopting desired behaviors and making purchase decisions.

The methodology features a typing tool, or map, which helps leaders to self-identify the type of Change Maker they are. It also provides the framework to help businesses ascertain their specific approaches to change and engagement, including areas of needed growth and further integration. Organizations are then better equipped to consider the perspectives that help promote new ways of thinking and how people make choices.

Traditionally, leaders have developed strategies for change by focusing on three areas of opportunity: innovation driven by technology and design, behavior change, and values-based messaging. Based on extensive research conducted by Renee Lertzman, Ph.D., Director of Insight at Brand Cool, the Change Maker methodology adds a fourth dimension to these factors—the emotional, experiential dimensions that address the reality that humans naturally fail to respond as rational economic actors based on what they’re currently dealing with in their lives. This dimension has become the heart of Brand Cool’s approach to engaging people around global imperatives such as energy efficiency and other sustainable practices to help companies speed progress toward goals, including securing a competitive edge in a more conscious consumer world.

“Businesses, non-profits, and federal and state agencies are consistently asking for new levels of participation and engagement from their audiences on imperatives such as adopting sustainable practices,” said Sue Kochan, CEO of Brand Cool. ”However, they fail to recognize that people are complex, multi-dimensional and are non-linear in their behavior and decision making. By using the Change Maker methodology, leaders can better understand people’s behavior and recognize the complexities they navigate every day. This way, companies can apply a more mindful approach to mobilizing change both in themselves and how they do business.”

Kochan and Lertzman will give attendees at Sustainable Brands a glimpse at the Change Maker Map as just one part of their talk, “Embrace Your Inner Change Maker: The Inside-out Job of Transforming Ourselves, Our Brands and Our World,” on Thursday, June 5, the last day of the conference.

The company also will be hosting a webinar after the conference to share insights on Change Maker concepts with those who cannot attend. If you would like to register, please contact Sarah.Stefanon(at)brandcool(dot)com for details.

About Brand Cool
Brand Cool is a marketing agency supporting a sustainable world, bringing humans and brands together to make the world a better place. Brand Cool is a WBENC, WBE, WOSB business and Certified B Corporation. For more information, visit

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T.C. Pellett
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