On this episode of the Columbia Business School Center on Global Brand Leadership podcast BRITE Ideas, J.P. Kuehlwein (Adjunct faculty member; Co-Founder and Principal, Ueber-Brands Consulting) and Matthew Quint (Director, Center on Global Brand Leadership) interview John Goodwin (then-CEO, LEGO Foundation) and Kevin Frey (just-departed-CEO, Right to Play) about the relationships between brands, foundations, and social impact organizations. They share insights on: how a company can effectively deliver social impact, tied to its business purpose, by supporting all elements of that ecosystem; how NGOs need to think strategically about their partnerships with brands and foundations; and how to build a brand idea — in this case on “the impact of play” — through educating all the stakeholders (governments, companies, and people) that must work together to drive lasting social change.