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Brands and Covid-19

At Public Good we think of purpose-driven brands in three categories: those who were born in purpose (like Patagonia or Ben and Jerry’s), those who have achieved purpose (like Microsoft), and those who have purpose thrust upon them. This last category typically applies to brands that hadn’t previously taken a strong position on social issues but where events make a neutral position untenable (like Dick’s Sporting Goods after Parkland.) The last category may also be said to apply to brands who have done admirable work on various issues, but find they need to shift to accommodate the response to an Read the full article…

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