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<h3 class="wp-block-heading">With a brand platform of &#8220;Breaking the Rules for Good,&#8221; Dave&#8217;s could have gone purpose-first with its founder&#8217;s backstory of incarceration. But now that Dave himself is no longer part of the business, a shift is occurring.</h3>



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<p><strong>Cristina Watson, Brand Manager, Dave&#8217;s Killer Bread, Portland, OR</strong> <br> Connect with Cristina <br> <a href="https://www.linkedin.com/in/cristina-watson/" target="_blank" rel="noreferrer noopener">LinkedIn</a> / <a href="https://www.daveskillerbread.com/" target="_blank" rel="noreferrer noopener">Dave&#8217;s Killer Bread website</a></p>



<p><strong>Anna Scott Philips, Brand Strategy Director, TRG, Dallas, TX</strong> <br> Connect with Anna Scott <br> <a href="https://www.linkedin.com/in/annascottphillips/" target="_blank" rel="noreferrer noopener">LinkedIn</a> <br></p>



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A Billion-Dollar Business Expanding Beyond the Bread Aisle – On Strategy Showcase

With a brand platform of “Breaking the Rules for Good,” Dave’s could have gone purpose-first with its founder’s backstory of incarceration. But now that Dave himself is no longer part of the business, a shift is occurring.