Why We Wrote The Book

Why I Wrote Untangling Spaghetti—And Why We Launched the Brand Impact Accelerator

By Lyn Wineman, President and Chief Strategist at KidGlov

Picture this: I’m standing in my kitchen, tangled up in a pot of boiling spaghetti, with no clue what I’m doing—but determined to impress my future husband with a home-cooked meal. I didn’t grow up cooking (in fact, not learning to cook was my teenage rebellion), but with a little help from my cousin Ann, I managed to untangle the chaos and create something that worked. That evening didn’t just lead to a delicious dinner—it set the stage for a marriage that’s lasted more than 30 years.

That experience has stuck with me—not just as a memory, but as a metaphor. Because untangling spaghetti feels a lot like untangling a brand.

At KidGlov, we’ve worked with more than 150 nonprofits and purpose-driven organizations. And we’ve seen the same patterns over and over: unclear messaging, visuals that don’t match the mission, and teams who are passionate but disconnected from a unified brand story.

That’s why I wrote Untangling Spaghetti: A Branding Fable. It’s a story-driven guide to help organizations bring clarity to their brand and alignment to their strategy. The book outlines our proven Brand Advancement process and comes with a 55-page downloadable companion guide filled with exercises, templates, and tools to put the insights into action.

But we didn’t stop there.

We turned the book’s framework into a 10-week course—the Brand Impact Accelerator—so even more changemakers can access the tools they need to build a brand that works. Whether you’re refreshing your messaging, rallying your team, or ready to reintroduce your brand to the world, this program helps you do it with confidence.

Because branding isn’t just about a logo or slogan. It’s about creating connection, building trust, and amplifying your mission.

If your brand feels more chaotic than clear, it’s time to start untangling.

KidGlov is a full-service advertising, branding, and content marketing agency with B Corp and National Women’s Business Enterprise certifications. It is located in Omaha and Lincoln, Nebraska, and specializes in nonprofit marketing, healthcare marketing, financial services marketing, social impact marketing, and purpose-driven businesses.