Authority Magazine
Aug 13, 2023
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Live your brand purpose. No matter what, stay true to why your brand exists. Every decision you make should align with your values. This not only helps you stay focused but strengthens your brand and creates trust with your audience. Our brand purpose is to Move People To Do Good. We try to ensure that the products we make, the partnerships we build, and the stories we tell always ladder back to that purpose.
As the Chief Brand Officer for Cotopaxi, Brad is building the next iconic global outdoor brand, driving rapid growth, and creating a movement behind Cotopaxi’s mission of alleviating extreme poverty. Prior to Cotopaxi, Brad was the Chief Marketing Officer for General Mills, where he led brands like Cheerios, Pillsbury, and Annie’s. Over his 18 years at GM, Brad grew billion-dollar businesses, integrated ecom into brands, and built a multicultural marketing capability that increased investment in minority groups and created programs like Black Men Teach for Box Tops for Education. When he’s not inspiring marketing innovation, he’s diving into the latest cultural trends, traveling to visit family in Hawaii, or getting crushed playing video games with his two sons.
"Growing up in Portland, Oregon, in the backyard of Nike, I didn’t realize how much a remarkable brand was influencing my life. I loved sports, but I really loved Nike, and it had a lasting impact on me. Even though I didn’t know what marketing was at that age, my heart knew that eventually, I would work with brands."