Session

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Thursday, February 22, 2018
3:00 PM - 3:20 PM
Court

Building brands with purpose

Thursday, February 22, 2018
3:00 PM - 3:20 PM
Court

Building brands with purpose

Brands are increasingly looking to align with social causes to be more relevant to consumers. But good intentions don't immediately make for a sound business strategy. General Mills' VP, Marketing Emma Eriksson outlines how her company has successfully built new affinity for its brands by embracing purpose in a meaningful and impactful way.