Brands that have a strong mission built into their DNA are rising to the top, especially when they ... [+] can prove to their consumers they care about more than the bottomline. Jeff FrommNow more than ever, brand leaders realize how a strong purpose can guide every action they take, from internal workforce decisions to external messaging opportunities. “Both personally and professionally, we are very engaged as stewards of this new normal, if you will,” says Shah. The Useful Brand Series is an ongoing collection of interviews that will inspire fresh thinking and hopefully a bit of optimism as we prepare and adapt to what’s ahead. Have a question you would like answered in the Useful Brand Series?

Source: Forbes May 06, 2020 22:57 UTC