Justin Herber

Co-Founder of Farmhand & Oil & Cattle
Former CMO + CBO of Tractor Beverage, Former VP of Creative Strategy at Another, Lead Storyteller at TOMS

I am an award-winning Brand Architect & creative leader who helps brands connect emotionally & win commercially.

I’ve spent the past 15+ years helping companies unlock their purpose, maximize their advantage, & build brands that shift industry & culture. My work lives at the intersection of strategy, storytelling, & soul.

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Most recently, as Chief Brand Officer of Tractor Beverage, I helped transform the company from a niche B2B foodservice supplier into a national challenger brand—earning recognition from Fast Company as a World Changing Idea & a 3x spot on the Inc. 5000. Before that, I helped pioneer the era of conscious capitalism through brand storytelling at TOMS, & have partnered with iconic brands like Nike, Apple, & LVMH to develop strategies that connect with the next generation of consumers.

Across every chapter, my role has been the same: to help unlock clarity, express what matters most, & scale impact through ideas and creative that resonates. I now work as a fractional Chief Brand Officer & advisor—collaborating with founders, CEOs, & executive teams to position brands for what’s next, especially during moments of growth, change, or reinvention.

I try to live life like it’s a great story I’ll one day be proud to tell—I’ve circled the globe, lived in a firehouse, earned a black belt, sold TV shows, co-founded a nonprofit, escaped from Texas, and had paintings shown in galleries. These days, I’m raising two wild-hearted boys with the love of my life in Los Angeles.

I’m here for the unlock. For the idea behind the idea. For the clarity that turns momentum into movement.

SCHEduLE 30-60 MINUTES TO DISCUSS

• Fractional CMO/CBO
• Brand Narrative
• Purpose & Positioning
• Whitespace Strategy
• Clarity & Differentiation
• Brand Architecture
• Challenger Strategy
• Mission Activation

How it works

[01]

find

Explore and connect with our industry experts, seasoned brand builders, & trusted advisors.

[02]

schedule

Choose a time that fits your schedule.

[03]

connect

SHARE CONTEXT, ASK QUESTIONS, LEAN IN, AND GET ANSWERS.

FAQ

• How do office hours work?

  Office Hours are you direct connection to industry shapers. Browse our available Advisors, schedule a 1:1 session with them, show up and ask your questions, receive thoughtful insight.

• How long are the sessions?

  30 minute and 60 minute sessions are available. You can select the session that works best for you when you schedule.

• Can I book more time?

  Yes! You can book time with the same (or different) Advisors as you need and based on their availability.

• What if I have to cancel or reschedule?

  You can reschedule your session at least 24 hours before your call. For any cancellations, or reschedules within 24 hours of the session, we do charge a 50% fee to compensate the expert for the last minute change. Please email us and we can help.

• What if our time runs over?

  If your advisor is available to extend the session, additional time can be added in 15-minute increments.

• Is 60 minutes really enough time to help me?

  When you schedule your session you will be asked a few questions and provided the opportunity to upload pertinent documents + share social links. All projects are different and THE BOARD has you covered where ever your project leads.

• I am having trouble finding the right expert, can you advise me?

  Of course! Please email us and we would be happy to help.