The Backstory S01E11-Behind the Brand: How ASHA Shapes Narrative Change with Mike Horn

In this episode Elizabeth Coffey speaks with Mike Horn of ASHA about narrative change, brand identity, and the power of listening. Mike explains ASHA’s approach—finding a simple, generative idea that grounds an organization’s identity, using art and behavioral design to open space for new stories, and building a platform that lets those stories travel.

The conversation also covers ASHA’s collaboration with Wesleyan Impact Partners, Rooted Good, and Parrish Collective to reframe Christian narratives, reach diverse audiences (including the ‘Dones’ group), and test stories in the real world.

https://ashaandco.uk/