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

TimestampSummary00:31The Power of Audiobooks and Cafe Marketing Tips06:24Bud Light’s Controversial Social Media Campaign with Dylan Mulvaney10:16The Impact of Controversial Marketing on Major Brands16:04Debating the Necessity and Impact of Brand Purpose21:35Authenticity in Brand Marketing and Social Movements03:21The Debate on Brands’ Role in Society05:30Brands’ Missed Opportunities in Standing Firm on Controversial Issues09:21Brands, Culture, and Controversy in Modern Marketing13:34The Importance of Brand Strategy and Long-Term Vision16:55Exploring the Impact of Woke Culture on Financial Success