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

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