Brad Hiranaga, Chief Brand Officer for Cotopaxi, discusses his transition from CPG brands to the outdoor apparel industry and the importance of purpose-driven marketing. He highlights the role of marketing in shaping company culture and being at the forefront of innovation and consumer trends. Brad emphasizes the need for authentic purpose in marketing and the negative impact of opportunistic brands. He advocates for collaboration and partnerships to create a movement for good. Brad's passion for solving social problems and making a positive impact drives his vision for the future of marketing. Chapters 00:00 Introduction 01:21 Transition from CPG Brands to Cotopaxi 03:01 Passion for Outdoor and Apparel Brands 05:02 Love for Marketing and Brand Management 06:03 Marketing's Influence on Company Culture 07:33 Marketing at the Intersection of Consumer Need, Technology, and Culture 08:33 Marketing's Role in Creating Culture and Solving Social Problems 09:55 Evolution of Purpose-Driven Marketing 11:26 The Shift to Authentic Purpose and Its Challenges 16:15 Different Approaches to Purpose for Different Brands 19:06 Collaboration and Partnerships for Purpose-Driven Brands 20:31 Opportunistic Brands and Lack of Authentic Purpose 28:36 Creating a Movement for Good 38:58 Codopaxi at Sundance Film Festival 39:40 Discussing the show 'Squid Game' 40:54 Recommended Books: 'Good is the New Cool' and 'The Subtle Art of Not Giving a F*ck' 43:26 Admiration for Maximum Effort and Ryan Reynolds 47:18 Advice to Younger Self: Take More Creative Chances Hosted on Acast. See acast.com/privacy for more information.