Nike vs. Pepsi: Should brands “do it for the culture”?
To standout in society, brands are starting to hack, hi-jack, and influence culture through activism. This session invites discussion around critical questions including: How does a brand balance growth, resonance, and stickiness with customers that want to like and share versus be defenders of causes and issues? What’s the role of brands in supporting their customers, and helping them be better off in society? How does a brand stay safe on the speedway of fast-moving culture?