How Marketing and Culture Builds a Brand
Kevin Rutherford has spent his career proving that identity is the heartbeat of both culture and brand. As the Founder & CEO of Culture First Leadership and CEO of Tosi, Kevin guides organizations to build teams and brands that know who they are, what they stand for, and how they win.
His journey spans both global legacy brands and purpose-driven innovators. From shaping household staples like Windex, Shout, and Miller Genuine Draft to leading the cultural transformation of brands such as Kashi, Mrs. Meyer’s Clean Day, and Nuun Hydration, Kevin has consistently championed identity as the foundation for growth and resilience.
Known as a culture architect and identity builder, Kevin’s keynote style blends authentic storytelling with actionable insights. Audiences don’t just hear inspiring ideas, they leave with practical tools to strengthen their own teams and organizations. Often described as the “Ted Lasso of brand and culture,” Kevin brings a mix of optimism, candor, and coaching that makes identity come alive as a leadership advantage.
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