Purpose-Driven or Perilous?
Brands are increasingly under pressure to take a stand on social issues, known as purpose-driven branding. But high-profile cases like Bud Light, Target, and Gillette highlight the potential for significant financial loss when things go wrong.
How, then, can brands support social causes without risking significant backlash and revenue loss and should truly purpose led brands even care?
Tune in to Brandwidth® as Dean and Sam tackle the tricky world of purpose-driven branding:
Quotes:
- “Nobody cares about your brand, yet. Then when you do something mildly controversial, they seem to care a lot.” – Dean Millson
- “My first bit of advice, if you want to be purposeful, do it first, quietly.” – Sam McEwin
- “Marketing should be the last part of the journey to becoming a purpose-led organisation.” – Sam McEwin
| Timestamp | Summary |
|---|---|
| 00:31 | The Power of Audiobooks and Cafe Marketing Tips |
| 06:24 | Bud Light’s Controversial Social Media Campaign with Dylan Mulvaney |
| 10:16 | The Impact of Controversial Marketing on Major Brands |
| 16:04 | Debating the Necessity and Impact of Brand Purpose |
| 21:35 | Authenticity in Brand Marketing and Social Movements |
| 03:21 | The Debate on Brands’ Role in Society |
| 05:30 | Brands’ Missed Opportunities in Standing Firm on Controversial Issues |
| 09:21 | Brands, Culture, and Controversy in Modern Marketing |
| 13:34 | The Importance of Brand Strategy and Long-Term Vision |
| 16:55 | Exploring the Impact of Woke Culture on Financial Success |