By Nadine Choufani
Recently I attended a Lebanese cultural day event at Boston’s City Hall Plaza. Being Lebanese, I was psyched to be there, especially since I had been feeling rather homesick for a few days and figured that Lebanese music and a delicious shawarma were just the things I needed. But even better than that, I also got the chance to represent St. Jude Children’s Research Hospital as a volunteer.
St. Jude is a research hospital that seeks to find cures for children with cancer and other life-threatening diseases through research and treatment. What is wonderful about St. Jude is that the family of the child never sees a bill and doesn’t pay for the treatment. I was really impressed to see so many people coming up to the stand to tell us about their involvement with St. Jude and that they regularly give donations to the hospital. But what impressed me the most was the recognition of and reverence for actor and philanthropist Danny Thomas.
The story began during his early days as a struggling actor, when Thomas, born to Lebanese immigrants, made a promise to St. Jude: “Help me find my way in life and I will build you a shrine.” After this, he believed, opportunities flourished to advance his career. Years later, keeping his promise to St. Jude, Thomas founded St. Jude Children’s Research Hospital in Memphis, Tennessee. He began to change the lives of children around the world, and his initiative and commitment to the cause built much admiration for him as an individual. He was proactively involved in the Lebanese community and built relationships with people that, even 21 years after his death, continue to live on. Many people instantly knew about St. Jude when they read Danny Thomas’s name on the sign above our stand, and they even mentioned him when relaying their commitment to St. Jude.
It is fascinating to see how an individual can become synonymous with a brand and how far respect and admiration can go. Respect for an individual can contribute immensely to building a brand. Danny Thomas’ active engagement with the Lebanese community has fostered personal relationships between him and other individuals, and between individuals and the St. Jude Hospital. St. Jude’s philosophy and what it stands for are admired by many, instilling a desire in the public to donate and participate in charity events.
Danny Thomas’s dream, and the actions he took to realize it, led him to establish the American Lebanese Syrian Associated Charities (ALSAC), the exclusive fundraising organization of St. Jude Children’s Research Hospital. A reflection of Thomas’s heritage, this partnership of ALSAC with St. Jude bolsters the hospital’s presence within the greater community. It goes to show that when big brands are closely connected with revered individuals, the brand becomes stronger and establishes deeper connections with individual stakeholders. After all, personal relationships are at the core of any relationship with a brand. As a student in the field of branding, as well as a Lebanese national, I was intrigued by the intersection of culture, brand and the individual, and I found the event to be a great learning experience in terms of how cultural ties build brands.
Looking back on Danny Thomas’ promise to St. Jude, it is evident that his dream has been fulfilled. He established an inspirational hospital that is a symbol of hope across the world and that is still being run by his children. Danny Thomas lives on in the mission, image, dream and relationships that constitute St. Jude Children’s Research Hospital.
Now, that’s a brand.
Who epitomizes your brand? Who exemplifies the hope that makes it better?
Nadine Choufani, a brand strategy intern at KHJ Brand Activation, is completing her master’s in advertising at Boston University. This is the Brand and Beyond™ blog, a new resource for the medical device industry. Brand and Beyond™ is sponsored by KHJ, headquartered in Boston, MA. KHJ is a strategic brand activation firm that is passionate about helping people see and realize what’s possible for themselves and the world around them.
