In this session...
Ben & Jerry's describes itself as "an aspiring social justice company." CEO Matthew McCarthy will explain what that means, and how the company has evolved from philanthropy and community involvement to business activism. See how Ben & Jerry's turns its fans (consumers) into activists, attacks big issues like criminal justice reform and builds brand loyalty along the way.
What You'll Learn from This Session...
- Understand how the relationship with Ben & Jerry's goes beyond the brand.
- Learn about the values that characterize Ben & Jerry's and how they translate into brand loyalty.
- Learn about Ben & Jerry's targeted media approach.
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