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.

Founded in Eastern Europe in the eighteenth century, the Hasidic movement and its religious thinking have dramatically transformed modern Judaism. The figure of the Ba’al Shem Tov (known in acronym form as the BeSHT)—the purported founder of the Hasidic movement—has fascinated scholars, Jewish philosophers, and laypeople interested in popular Jewish mysticism in general and the contemporary Hasidic movement in all its variety. In this volume, Etkes enters a rich and heated debate over the origins of the movement, as well as the historicity of its mythic founder, Rabbi Israel Ba’al Shem Tov, who lived much of his life as a miracle worker. The eighteenth century, as Etkes vividly portrays, was the heyday of the kabbalists, who dabbled in the magical power of letters and words to solve personal and communal problems—and to earn a living. Etkes sheds light on the personality of the Besht, on his mysticism, and on his close circle of followers. But equally important, he challenges the popular myth of the Besht as a childlike mystic, wandering the fields in prayer, seeing visions and engaging in acts of godliness and piety. Although Etkes shows great empathy for his subject, the Besht who emerges in these pages is much more down to earth, much more a man of his times. Indeed, according to Etkes, it was never the intention of the Besht to found a religious movement. Etkes looks at the Besht’s mystical roots, examining him not only from the vantage point of a social historian, but as a religious figure. Moshe Rosman, author of Founder of Hasidism, a biography of the Besht, claims that In Praise of the Besht—a volume published about the Besht in 1814, many years after his death, which portrayed his character by means of stories told by his close followers—could not be a reliable source. Etkes, disputing this claim, shows definitively that this well-known text (translated and interpreted by, among others, Martin Buber) may indeed offer trustworthy accounts of the Besht’s life and thinking.

Rabbi Shneur Zalman of Liady (1745–1812), in imperial Russia, was the founder and first rebbe of Chabad, a branch of Hasidic Judaism that flourishes to the present day. The Chabad-Lubavitch movement he founded in the region now known as Belarus played, and continues to play, an important part in the modernization processes and postwar revitalization of Orthodox Jewry. Drawing on historical source materials that include Shneur Zalman’s own works and correspondence, as well as documents concerning his imprisonment and interrogation by the Russian authorities, Etkes focuses on Zalman’s performance as a Hasidic leader, his unique personal qualities and achievements, and the role he played in the conflict between Hasidim and its opponents. In addition, Etkes draws a vivid picture of the entire generation that came under Rabbi Shneur Zalman’s influence. This comprehensive biography will appeal to scholars and students of the history of Hasidism, East European Jewry, and Jewish spirituality.

A bullet misses its target in Sarajevo, a would-be Austrian painter gets into the Viennese academy, Lord Halifax becomes British prime minister in 1940 instead of Churchill: seemingly minor twists of fate on which world-shaking events might have hinged. Alternative history has long been the stuff of parlor games, war-gaming, and science fiction, but over the past few decades it has become a popular stomping ground for serious historians. The historian Richard J. Evans now turns a critical, slightly jaundiced eye on a subject typically the purview of armchair historians. The book’s main concern is examining the intellectual fallout from historical counterfactuals, which the author defines as “alternative versions of the past in which one alteration in the timeline leads to a different outcome from the one we know actually occurred.” What if Britain had stood at the sidelines during the First World War? What if the Wehrmacht had taken Moscow? The author offers an engaging and insightful introduction to the genre, while discussing the reasons for its revival in popularity, the role of historical determinism, and the often hidden agendas of the counterfactual historian. Most important, Evans takes counterfactual history seriously, looking at the insights, pitfalls, and intellectual implications of changing one thread in the weave of history. A wonderful critical introduction to an often-overlooked genre for scholars and casual readers of history alike.