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The Essentials of Building a Mission-Driven Brand

It’s no longer enough for brands to deliver quality products and services. Organizations today must be authentically mission-driven.
Date published:

About 2 in 3 global consumers would switch brands or boycott an organization depending on the stance they take on controversial issues, according to McKinsey. And a stunning 9 in 10 Gen-Zers (who represent a large portion of consumers worldwide) believe companies have a responsibility to address social and environmental issues. 

In this webinar, Collin Wood, VP of Brand Strategy at Material, chats with Ben Gaddis, Senior Partner at Material, about how brands and businesses can better meet rising expectations in more authentic ways.

What you’ll learn:

About the authors

Collin Wood
Collin Wood is VP of brand strategy at Material. In his career as a brand strategy leader, Collin has had the opportunity to run a range of bespoke projects, from building out innovation pipelines, to product and brand MVP work, to running research and strategy initiatives that help organizations see themselves and their customers in a new light. He’s worked with organizations such as Plum Organics, Electronic Arts, Optimizely, Pepsi, Plenty, and Primer.ai, to name a small handful.

Read more by Collin Wood
Ben Gaddis
Ben Gaddis is an author, speaker, innovation specialist, and futurist who believes irrationality will save us all. As CEO of T3 and Senior Partner at Material, Ben sets the vision to help clients build brands through a combination of intensive collaboration, rapid prototyping, and making cool stuff happen.

Read more by Ben Gaddis
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