By Chris Daley
I’m curious to know how many people clicked-through to this blog simply because of the title. It’s simple, catchy and makes you feel pretty good right?
Being in the public relations profession, I’m a fan of brands. The other night I stumbled across a TV show on CNBC called How I Made My Millions. The story I began watching was about the guys who started Life is Good.
I’m quite sure everyone who is reading this has heard of this brand, and I doubt anyone has anything bad to say about them. That’s a powerful brand. It has a simple message, happy logo, quality product and great story. I personally do not own a Life is Good product, but that’s not to say I wouldn’t buy one of their products as a gift for someone, or maybe a hat for myself down the road. There’s something about buying one of their products that makes people feel special.
If you are like me and didn’t know the story behind Life is Good, here’s a brief history. Two nice guys from a humble background sent out on a mission to sell t-shirts. With some creativity, and a naive never say “can’t” attitude their idea, and a little luck, led them to making millions. Sound familiar?
What I also never knew about Life is Good is the detailed story and how much their brand impacted people in need. Not only is their brand strong, but they’re utilizing their platform to help thousands of children.
The defining moment in the company's fundraising initiatives occurred following the tragedy of September 11, 2001. The public's overwhelming response to a specially-designed American flag t-shirt enabled the company to make a $207,000 donation to the United Way on behalf of families whose loved ones were victims of the terrorist attacks. That experience enabled Life is Good to see more clearly the opportunity to have a sustained, positive impact through charitable giving.
The Life is Good Festival last year was attended by 30,000 people and raised over $500,000 for the Life is Good Kids Foundation and its mission of helping kids overcome life-threatening challenges including violence, illness and extreme poverty. Since being founded, the foundation has raised over $4 million to help kids facing life-threatening challenges.
The Life is Good brand is a great story and the way they tell it gives them credibility, brand power and consumer loyalty. Add that to the work they do to help children who need it is a model that I feel all established brands should follow. To learn more about the Life is Good story, visit LifeisGood.com.
Chris Daley is a Senior Account Executive at Maroon PR. Contact him at Chris@MaroonPR.com and follow him on Twitter @ChrisDaley43.