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As part of the CMO Reboot Playbook: Activating Brand Purpose, Jay Curley, Global Head of Integrated Marketing at Ben & Jerry’s shares his play on how your brand can be an activist and advocate for communities that you’re looking to serve.
Check out more plays from top CMOs and brand leaders here.
This transcript has been edited by Adweek and may not reflect the video-recording exactly.
THE CHALLENGE
Before we were using terms like purpose-driven brands and that kind of stuff, Ben and Jerry’s was trying to do business differently.
WORK SMARTER - LEARN, GROW AND BE INSPIRED.
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