The Power Of Self-Reflection: How One Organization Dared To Challenge Its Own Identity

It is only the audacious, unwavering commitment to curiosity—the true tool of the explorer—that compels an old institution to seek the painful but necessary truth of its own reflection.

Five years past, the task assigned to the new steward of The Leukemia & Lymphoma Society seemed merely clerical: a polishing of the shield, a fresh coat of paint upon a venerable, 76-year-old fortress. What commenced as routine market research—a simple design facelift—quickly proved a fool's hope. They were not a "best-kept secret" due to failed effort, or because of compromised results; their consistent mission delivery, funding vital treatment breakthroughs, supporting hundreds of thousands of patients with critical resources, and securing legislative wins, proved the efficacy of their hand.

Still, the organization found itself constantly explaining its purpose. The messaging was complicated. Consistency was a ghost.

The true work began only when the team, guided by relentless research and partnering with the dynamic brand agency Jones Knowles Ritchie, dared to look beneath the surface of their established practice.

They learned that the very marrow of their identity, the name itself, failed to capture the essence of their tireless engagement. The disconnect was fundamental. To many critical constituencies, the word "society"—that proud, formal appellation—was perceived not as a collaborative engine of patient advocacy and care, but as something distant and stiff.

This ancient nomenclature inadvertently limited their ability to connect with the very people they existed to champion. The name was holding them back. That simple, agonizing discovery—that their foundation was their restraint—became the crucial pivot point, demonstrating that asking 'Why are we doing this?' is often the most powerful engine for change, dwarfing any established marketing strategy.

Five years ago, I entered my new role at The Leukemia ⁘ Lymphoma Society with what seemed like a straightforward assignment: to elevate and refresh ...

Related materials: See here