Gap CMO Mary Alderete on Moving the Brand Forward With Purpose

The retailer's 'Stand United' campaign aims to bring people together during a tumultuous time

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For Gap, 2020 is a return to the apparel retailer’s purpose-driven roots, first established by founders Donald and Doris Fisher back in 1969 with a mission about more than just selling clothes, according to CMO Mary Alderete.

Gap’s latest campaign “Stand United” launched in early September as part of that pivot to a “modern American optimism,” which Alderete discussed on Tuesday at Adweek’s Purpose-Driven Marketing Summit.

“What we really, really wanted to embrace was we’re at a really defining time, just like the Fishers were back in 1969,” said Alderete, who took over the top marketer job in February after the departure of Alegra O’Hare.



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