By harnessing the acting chops of employees who actually helped design and build the new Escape, Ford has further engaged its culture in a Go Further positioning that began as an internal-branding makeover early this year before the company unveiled the theme and also aimed it at consumers in the spring.

FORBES: Ford 'Insources' Escape Ads By Featuring Actual Employees

Rahim Kanani: In the Stanford Social Innovation Review feature article on your research, you discuss how brand management is not simply about fundraising and consistent colors, but that strategic branding can ultimately drive broad, long-term social goals, while strengthening internal identity, cohesion, and capacity.

FORBES: Branding for Nonprofits: New Research, New Insights