Today, it’s not enough for a brand to signify product quality or customer focus. Consumers want brands to stand for something beyond the products or services they sell. Widely differing campaigns like Nike’s Colin Kaepernick ad campaign, Warby Parker’s “Buy a Pair, Give a Pair program,” and Walmart’s step back from gun and ammunition sales all respond to the same mandate: Consumers expect companies to act like “citizens of the world.”
This conference will explore the many facets of brand decision making in this world of accountability. What does it mean for marketers and brands when companies embrace transparency, sustainability, and authenticity -- in addition to shareholder value -- as part of their corporate purpose?
We will address questions like:
- What do we know about the brand benefits of “taking a stand”? What are the risks and uncertainties?
- How have firms responded to consumer demands, and how have they communicated those actions? What comes across as authentic and what as “mere marketing”?
- How do consumers communicate that they are responsible citizens through their brands? What are effects on brand loyalty and purchase behavior?
- How do brand strategy decisions differ for B2C and B2B marketers?
This conference is for insights and marketing research leaders
University of Pennsylvania and Executive Director, Marketing Science Institute
Boston UniversityView Bio
Cheryl Cramer Toto
CEO, Marketing Science Institute