Virgin CEO Richard Branson once predicted that “the brands that will thrive in the coming years are the ones that have a purpose beyond profit.” Penn State Smeal College of Business marketing graduate Tom Buday and his wife, Linda, agree, and they have made a gift to endow a fund at Smeal to prepare marketing leaders to create and “look after” purposeful brands in the future. What are purposeful brands? How is it different from cause-related marketing and what are some relevant, real-life case studies? We’ll explore these questions and more in this episode.
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