Inspiration meets innovation at Brandweek, the ultimate marketing experience. Join industry luminaries, rising talent and strategic experts in Phoenix, Arizona this September 23–26 to assess challenges, develop solutions and create new pathways for growth. Register early to save.
The concept of brand values—as in selling something bigger than soda, cars and clothes—has been a recurring theme today at the ANA Masters of Marketing conference.
Marketing chiefs at Coca-Cola, Chrysler and Walmart all espoused the virtues of connecting to larger social issues, be it obesity, the economic recovery or the needs of military veterans. And while the impulse of such companies to do good is high-minded, it's also practical: Consumers, particularly millennials, value companies that give back.
WORK SMARTER - LEARN, GROW AND BE INSPIRED.
Subscribe today!
To Read the Full Story Become an Adweek+ Subscriber
Already a member? Sign in