Creating a story around your product is an easier marketing challenge for purpose-driven brands like outdoor apparel and gear brand Cotopaxi, said Brad Hiranaga, chief brand officer, at Adweek’s Retail Media Summit in Minneapolis, Minnesota, last week. Among other initiatives, the company donates 1% of its revenue to organizations fighting global poverty. “You work on…

(SOURCE) https://www.adweek.com/commerce/how-cotopaxis-mission-informs-its-branding/