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Fast Company
Feb 26, 2024
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Leading marketers from McDonald’s Mastercard, Duolingo, Pinterest, Molson Coors, and more define brand purpose, and explain how they approach and measure their brand’s cultural relevance.
When Pepsi decided it was a good idea to have Kendall Jenner stroll out in the midst of a near-riot back in 2017 to quell the impending violence by giving a police officer a Pepsi, the term “brand purpose” was immediately and forever undermined, as much a laughing stock or severe brand risk as it was a pleasant way to talk about how your company was helping the world.
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