Lessons from courageous brands on how the make the right choice.

By Luke Sklar and Amber Hudson

If you give me 10 minutes of your time I’ll show you the incredibly inspiring, moving (yes, I bawled) and often frustrating story of Dewey Bozella, a man who had the guts to never give up, at significant personal cost.  Click here for the video.

Once you’ve viewed the video, click here for a finale right out of a Hollywood blockbuster (no doubt the script is being optioned as we speak).

I’m sure you can’t help but be awe-inspired and, well, a little intimidated.  Sadly, it’s rare to see this type of bravery in the world of commerce.  It really takes guts to make a difficult choice.  And let’s face it; it’s not really a choice unless it costs you.

We were trying to think of brands with courage.  The following brands come to mind:

Dominos – admitted their pizza tasted like the box, restaged and now business is flying

Dove – okay, ignore the tampered-with-the-image fiasco, they had the guts to show real women in their ads

Oprah – overcame personal adversity to break ground as a woman, an African American, talk show host and philanthropist.

Neil Young – he throws a couple songs out there for the crowd.  But really he plays for himself.  And look at the guy, he hasn’t changed in decades.

If you can think of any other brands with courage, let us know, we’ll add it to the list.

So next time you’re faced with a major problem, a seemingly insurmountable challenge, think of Dewey and find the courage to do what’s right.