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While many brands initially struggled to figure out how to respond to the pandemic, skateboarding shoe and apparel brand Vans did not.
According to Vans’ April Vitkus, that’s because the 54-year-old brand has always had a strong sense of purpose.
“Brand purpose is not just for one function or one campaign or one product, it is existential to why the brand exists,” said Vitkus, senior director of global brand marketing and strategy at Vans, speaking at Adweek’s Commerce Week event.
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