L: a lesson in high-energy health brand creation

First, build your company around a central energizing idea. If possible, add a “heroic” purpose. Like “supporting women globally by focusing on their sexual empowerment.”

Then, support these two traits with actions that reflect your unshakable beliefs. Case in point is LA-based L, founded by Talia Frenkel, a longtime photographer for the Red Cross. The company creates the highest quality condoms for the modern consumer, and “represents a movement for consumers’ choice to support better sex, a better cause, and a better world.”

Central to their mission, for every condom purchased, one is distributed in a developing country. Supporting the mission, L partners (creating participants rather than just followers) with developing organizations to support women and HIV prevention through peer-to-peer outreach and partnerships with grassroots women leaders.

The for-profit company has teamed up with Direct Relief International, and is also working to cultivate partnerships with smaller like-minded nonprofits in AIDS-affected areas. Not to forget the importance of relevancy to high-energy brands, consider the staggering numbers surrounding the AIDS epidemic – as more human life has been lost to AIDS than all the wars, famines, floods and deadly diseases on the African continent combined.”

You can watch Talia’s inspiring story here:

Our Story from LovebeginswithL on Vimeo.

L seeks additional nonprofits to partner with to help support its mission. It also runs a Campus Club to encourage the involvement of (and thereby empowering) students at colleges and universities.

Should your organization align with L? Would your customers rally behind it? For information, you can contact L here.

Eric Brody

Eric Brody is President of Trajectory, a brand and marketing firm specializing in creating momentum for businesses across the health + wellness continuum. The common threads are consumers who want to get well, stay well and play well, and brands that fulfill these aspirations and goals.

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