Working with a multi-level marketing company can feel like having thousands of clients. We made the same promise - in writing - to each one: “We know we can’t please everyone, but we can do our best to understand and honor what it means to be Thirty-One before making any recommendations.”

Over the course of 10+ interviews, 2+ immersion workshops, 3+ positioning workshops and multiple Thirty-One Town Hall meetings led by Genuine and attended by hundreds, we more than kept that promise.

We earned the trust of our core client team and the consultant community, and became a change management advisor during the brand evolution rollout and beyond, helping to navigate buyout changes from internal dynamics to messaging around Cindy’s new role.

Rebranding the “darling of direct sales” for Warren Buffett's protégé

All Work