Brand Ethos Philosophy
My mission is to build powerful brands that create stories and conversations that people want to be part of to do good in the world.
After decades of brand strategy, marketing and storytelling for companies, products, services and influencers across the country, I have discovered the one critical ingredient that changes everything. I call it Brand Ethos.
Ethos is that missing element of true authenticity - that connection to who we are and what we really stand for, why we matter and why our voice should be heard. Brand Ethos represents an opportunity to be part of something good, something bigger than ourselves, something more than just what we do or what we buy.
Powerful brand storytelling makes sure there's a strong connection between what we believe in and what we do best. We define what we stand for in order to stand out. The more authentic we appear, the more trusted we are. The more trusted we are, the more people want to become part of our story.
When brands discover the secret of connecting with people through authenticity, consistency and differentiation that makes a difference in the world, they create a passionate community who not only feels safe in associating with them, but can't wait to bring others into the trusted fold. Together this brand community will make the world better.
When Brand Ethos permeates a culture, purpose drives products, and mission drives profits. People will believe in what a company stands for, and trust that their products and services will represent and connect them with that greater purpose. Good brands don’t sell stuff – they sell an opportunity to do something good.
Purpose-driven brand culture doesn't happen overnight - it is authentic, strategic and intentional. It involves a process of thought-provoking questions and insights, insanely clear strategy, emotional storytelling, passionate and open conversations, collaborative partnerships and dynamic experiential engagement to build a brand story. It starts inside, permeates and excites every employee, and then is amplified out through every potential touchpoint, voice, platform and stakeholder.
The result is an unmatched internal culture where people are passionate about their work, and a community of die-hard brand advocates who unquestionably believe in a greater mission and want to be a part of the story.
Carla Denham
Chief Visionary & Brand Strategist
Brand Ethos Partners is led by brand marketing veteran Carla Denham. Carla’s passion as a Brand Producer and Marketing Strategist is showcased in decades of achievement with major product, service and non-profit organizations globally. A “think big” visionary with a solid mind for research, brand development, creative and collaborative partnerships, she leads with extensive experience in global consumer brand management and cause marketing campaigns perfected through countless brand strategies and comprehensive plans.
Carla has led agencies in the South, California and Hawaii, including Rowland Worldwide, a division of Saatchi-Saatchi, one of the world’s largest marketing agencies. She has served with corporations, ministries, authors/thought leaders and non-profit organizations of all sizes, and implemented award-winning brand and marketing campaigns for such brands as World Vision, Philips, Gymboree, Chick-fil-A, Feed the Children, Soles4Souls, Shoney’s, The Franklin Theatre, Trans World Radio (TWR), Lifeway and many more.
Carla is the recipient of numerous marketing and creative awards including the prestigious Global MarCom Award and the Communicator Award for global marketing and currently lives in Franklin, Tennessee.
Key Accomplishments
- Led major rebrand for 54-year old legacy 501c3 foundation and three operating divisions.
- Developed international cause-marketing partnership with World Vision that built retail product sales for Thomas Nelson bibles and generated millions of dollars for global child relief efforts.
- Supported development of global brand voice for Christian leaders including Max Lucado, Dr. Meg Meeker and Jennie Allen.
- Launched and managed PHILIPS brand for high-end consumer electronics directing North American rollout.
- Redefined Downtown Franklin Association division of legacy non-profit to triple annual revenues and hosted Main Street Festival with record-breaking 123,000 attendance.
- Executed award-winning global 400-year anniversary campaign for the King James Bible with strategic partnerships, product development, advertising and publicity, a 400-day digital campaign and website, historic Bible exhibit and retail merchandising and promotions.
- Developed and executed Philips market entry strategy into the U.S. education market.
- Co-founded PR and brand marketing agency named as “one of the fastest-growing independent agencies on the west coast”.
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