Pride. It's not just for gay people anymore.

There are many ways for cause organizations to position themselves.

In the case of Swish, this can be conveyed via: loyalty, responsibility, right vs. wrong.

And indeed, each of these values is inherent to the Swish movement.

What we propose to be the center of the Swish brand is an attribute that carries tremendous emotional value, as well as resonance...

Pride.

It’s one thing for a group of people to fight for another. It’s quite another thing when one group is proud to be affiliated with the group to whom they’re committed.

Up until now, “gay pride” has belonged only to the LGBT community. It is Swish’s goal to expand that community well beyond those parameters.

As any LGBT person will tell you, when P-Flag members carry their signs proclaiming the unconditional love of their children, or siblings, there isn’t a dry eye on the sidewalks.

Swish represents that kind of unconditional inclusion.

They are the LGBT pride movement whose time has come.