How to launch a brand that connects to your audience

Stop Soldier Suicide has a noble mission as their name implies. They exist as a hotline for current and military veterans struggling with mental health. But a bit of deeper research revealed the name is alienating to the people they need to help the most: soldiers. To solve this, an entirely new brand had to be built. That brand is Roger. It literally means, “we hear you,” and it proved that we really did, as calls to our new brand were up 2700% in the first month after launch.