As Big Business Pivots, It’s on Brands to Meet Consumer and Investor Demand

The corporate world is making promises these organizations need to keep

Two hands next to each other with a heart that has a dollar sign in the middle
It's time for big legacy brands to figure out their purpose to keep the stakeholder-savvy upstarts from stealing their growth. Ja_inter/Getty Images

Over the past 40 years, two factors—technology and Wall Street—have totally rewritten how brands are built. Both drove us to short-term, transactional marketing.

This story first appeared in the March 16, 2020, issue of Adweek magazine. Click here to subscribe.
@bradbrinegar Brad Brinegar is executive in residence at Duke University's Innovation and Entrepreneurship Initiative, chairman of McKinney and is a member of our Adweek Academic Council.
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