At SWAAY Health Live, there was a lot of conversation around branding, trust, and what makes organizations resonate beyond products or services. One session in particular, “What would Taylor Swift Do? Using Celebrity Comparisons to Define and Energize Your Brand”, lead by Brooke Limoseth and Gwen Cantarera of Nordic Global, made a lasting impression (and no, not just because I am, in fact, a Swiftie).  But let’s take this for my own organization. If CommonWell were a celebrity personality archetype, who would it be? Oddly enough, I kept landing on some combination of Tom Hanks, Keanu Reeves (this one is thanks to Paul Wilder, our Executive Director), and Dolly Parton. Not because they’re flashy. Actually, almost the opposite. They’re trusted. Not trendy-for-a-moment trusted. Not loud trusted. Not “best marketing [...]