Announcing! Brandweek is headed to Phoenix, Arizona this September 23–26. Join us there to explore the future of marketing, discover cutting-edge strategies and network with the best in the business.
One of the most prevalent conversations happening inside of marketing departments right now is figuring out how to align their brand with a cause or an issue. The cynic would say you can’t force a connection that doesn’t exist, so stick to what you’re good at: making and selling your product.
A perhaps more cheery perspective is that in today’s fractured environment, if you understand what your consumer believes in and relate your brand to that thing, both the customer and the company’s bottom line will benefit.