The Super Bowl, He Gets Us, and Challenger Brands

Today's episode is about challenger and cause-oriented brands.

Join Dave and Carly as they welcome their guest Jon Lee. Jon is the Brand Leadership Principal for LERMA, an advertising agency dedicated to challenging creativity for good. The agency recently launched three different ads in the Super Bowl 2023 – one for Avocados from Mexico, and two spots for a campaign near and dear to Jon’s heart - He Gets Us.

Jon has been serving national brands for two decades, including Salvation Army, Lifeway Christian Resources, Fruit of Loom , Interstate Batteries, Dallas Cowboys, and many more.

Dave and Carly talk with Jon about:

• Challenger brands.
• How Lerma focuses on how to help society and culture instead of just pushing products.
• Millennials and Gen Z as the “majority culture.”
• Cause brands.
• Questioning how the greatest love story became synonymous with hate groups.

To learn more about He Get Us, go to https://hegetsus.com/

We hope you enjoy our conversation with Jon Lee!

***

Season Two  of the Purpose & Profit Podcast is brought to you by:

NextAfter

NextAfter is an online fundraising research lab decoding what works in fundraising and creating free resources from their library of 4,600+ online fundraising experiments. You can learn more at www.nextafter.com.

Masterworks

Masterworks is a full-service marketing and fundraising agency dedicated to helping you achieve your mission. Learn more about Masterworks at www.masterworks.agency.

Imago Consulting

Imago Consulting is an advisory firm that helps businesses and nonprofits create growth by accelerating sustainable innovation. You can find out more at www.imago.consulting.

Special thanks to editor and sound engineer Barry R. Hill and producer Jenna Owens.