Today, we watch frozen in horror as environmental protections and basic human rights are stripped away not in rash acts of violence, but extremist acts of legislation. We shrug away pangs of guilt as we dispose of yet another Amazon box. We diligently separate our recyclables and watch meekly as our municipality throws it all in the same truck.

The brand logic that created Warby Parker and Bonobo will not suffice in this reality, and today’s emergent consumer must be engaged with what we call Expansive logic. This practical talk will explain how adopting and investing in expansive brand principles separates an organization from their competition, building leagues of super fans and loyalists through authenticity, dedication, and candor.