This case presents the branding challenge for Junior Achievement (JA) Worldwide, a very large and impactful social impact organization with limiting brand awareness. Reaching over 10 million students in over 100 countries, there is a great story to be told. The case provides students with the opportunity to lean in on a high impact branding challenge.

Keshia Engwenyi is a senior program officer at CARE USA, where she manages business operations for the education team. In this role, she provides program and grant management support to CARE education projects globally. She has over 5 years of experience working in the international development sector. She is passionate about social entrepreneurship and writes on sustainable approaches to creating impact on the African continent via her blog Connect the Dots. She received a dual Social Impact MBA/MA in Sustainable International Development from the Heller School for Social Policy and Management.

Julia Robinson-Rosendorff is an associate at TDC, where she works as a management con- sultant for nonprofit organizations. Prior to this role, Julia was an economics researcher with a focus on the intersection of education and inequities. Julia holds a Social Impact MBA with a concentration in Social Policy and Management from the Heller School for Social Policy and Management at Brandeis University as well as a BA in Economics from Brandeis University.

Sean C. Rush is the former chairman and partner of PricewaterhouseCoopers’ education and non-profit practice in the United States. He was named general manager of IBM’s Global Education Industry Group in 1994, where he grew the business to $2.2 billion in sales by 2006. In 2008, Sean was appointed president and CEO of JA Worldwide. He now serves as president emeritus of JA, which was nominated for a Nobel Peace Prize in 2022. Sean currently serves as a director, trustee, or overseer for numerous educa- tional, civic, and cultural institutions, including the Heller School for Social Policy and Management at Brandeis University, the National Leadership Institute, the Frank Lloyd Wright Foundation, the Boston Symphony Orchestra, the Kibera Girls Soccer Academy, and the Harvard Kennedy School. He also has been an active constituent in the World Economic Forum and a guest lecturer for the Rhodes Scholars at the University of Oxford. Sean is the author, editor, or contributor to over 20 books and articles on the mission, governance, leadership, and operations of institutions in higher education. Sean holds a BA and an MBA from Boston College, an MS from Boston University, and an MPA from Harvard Kennedy School.