Brand New Purpose. We are a brand innovation firm based in Berkeley, CA. We ignite passion with your core purpose. We engage your brand community, internal and external, through shared purpose to create lasting win-win relationships. This unlocks value that makes your bottom line sing and your community sing your praises–making everyone better together.

Our Purpose: To help brands activate the value of their core purpose.

Our Mission: We believe Brand True North strategy creates relevant value for all it touches. This is why we drive brand innovation through individual and organizational branding, thought leadership, collaboration, and community building. This helps brands find their own Brand True North, and follow it by cultivating shared purpose and value with all stakeholders.

Our Vision: We envision a world filled with a brand new sense of purpose–a vibrant feeling of joy and direction. Possibility and abundance create the expectation that one's life will truly matter, whether defined by individual or organizational purpose. We connect to something greater than ourselves through shared purpose–working and becoming better together.

Our Values:

  • Abundance + Joy.
  • Courage + Compassion.
  • Authenticity + Transparency.
  • Curiosity + Creativity.

Our Brand Promise: Positive Purpose Shared.

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Leadership Team:

Jeff Nelder, Co-Founder + Partner. Over 15 years experience in education, entertainment, publishing, social enterprise and non-profit sectors. As first CMO at Good Worldwide, launched GOOD social network, good.is, a global community of pragmatic idealists.

As VP, Media and Communications at Apollo Education Group/University of Phoenix, led direct marketing and brand campaign team. Re-designed Y&R’s customer loyalty framework for Xbox. Graduated with BA and MBA in Marketing from UC Irvine.

Jeff lives in the small town of Fairfax in Marin County. He loves the welcoming inclusiveness and sharing of his community, particularly around the Fairfax Festival and Town Picnic where he sees a majority of his townsfolk in one go.

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Whitney Vosburgh, Co-Founder + Partner. Over 20 years as executive for wide cross-section of large companies and agencies, domestically and internationally, from American Express to Merrill Lynch to Chevron to DDB to Ogilvy & Mather to Interbrand in creative branding, marketing, strategy, and management.

As acting CMO/VP of Marketing, most recently at McKesson, successfully repositioned and marketed start ups through Fortune 20 companies leading to greater sales, profits and brand leadership. Graduated with BFA in Communication Design from Parsons School of Design, and MA in Social Change from Graduate Theological Union.

Whitney lives in Berkeley and adores being part of a community of lifelong learning. He organizes many community groups, but the one he loves most is the annual "How Berkeley Can You Be" parade.

Thought Leadership. Whitney and Jeff think deeply about creativity, relevance, purpose, community, and channeled serendipity. You can follow Whitney @brandguru and Jeff @jnelder on Twitter. Better yet, say "hi."

News. In order of recency:

  • ThoughtLeaderLife.com interviewed Whitney on Thought Leadership, Personal Branding, and Purpose. bit.ly/1qKhnyX
  • Brand New Purpose interviews Aaron Hurst, founder of Taproot and author of The Purpose Economy, for Shareable. bit.ly/1yHvg7p
  • Brand New Purpose interviewed about the Sharing Economy by SF Bay Guardian at AirBnB HQ.