Google Exec Says Pandemic Has Reinvigorated Purpose-Driven Marketing

Brands need to re-examine the fundamentals of their purpose

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From mass resignations of employees to a slew of new home-bound hobbies, the pandemic era has been as a time for re-evaluation of priorities for many people.

Brands need to recognize that consumer self-reflection and follow suit in their own way—by re-examining their purpose and the messages that they put out into the world, according to Marvin Chow, vp of global marketing at Google. Chow spoke at this week’s Brandweek event with Adweek performance marketing and brands editor David Kaplan about why the pandemic should be a call to action for marketers in terms of how they think about their social responsibility and mission.




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