AdWeek
Nov 7, 2023
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Chief brand officer Brad Hiranaga shares how the outdoor apparel brand strikes meaningful collabs and experiential activations
Creating a story around your product is an easier marketing challenge for purpose-driven brands like outdoor apparel and gear brand Cotopaxi, said Brad Hiranaga, chief brand officer, at Adweek’s Retail Media Summit in Minneapolis, Minnesota, last week.
“It’s difficult to attach purpose onto a brand as an afterthought or as a marketing campaign,” he said. “Having worked with brands like that, it’s a little trickier because when you come to the inevitable budget cuts, that’s the first thing to cut because it’s not associated with sales and revenue. When it’s hard-wired in and when it also becomes your objective of the whole business, that’s when it becomes the next level of acting behind your purpose.”