Purpose Versus Performance: Major Food and Beverage Marketers Find the 2 Are Inextricably Linked

Brands like McDonald’s, Shake Shack and Instacart are leading with values, not leaving them behind as the economy tightens

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Talk to any brand executive from any type of company, and you’ll get the same answer: Successful companies have to focus on both branding and performance.

But if you talk to these same leaders on background, they’ll admit it’s indeed tough to accomplish both when the economy—and along with it, consumer confidence—dips. As marketing budgets shift to driving sales and concentrating on immediate business goals that keep the lights on (and marketing teams employed), that’s when brand campaigns get reined in.

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This story first appeared in the Aug. 1, 2022, issue of Adweek magazine. Click here to subscribe.