Episode 13 - Brand Purpose: Why Being The Best Is No Longer Good Enough with Eric Liedtke

This week we are inviting Eric Liedtke, previous executive board member and Chief Marketing Officer at adidas. He is a progressive sustainability advocate who has taken on the fight against plastic waste full time after a hugely successful career at adidas. A former competitive swimmer, and Oceans Advocate, Eric initiated a partnership with Parley for the Oceans in 2014, driving the ambitious goal of eliminating virgin polyester from adidas products by 2024. Eric encourages companies to look at purpose as something that contributes to more than just the needs of the shareholders but to serve the people behind it i.e. employees and consumers. Making a difference is what ensures engaged employees as well as winning the hearts of consumers and driving consumer loyalty. Brands in today’s world, need to take a stance on what they stand for in terms of social justice, gender justice, economic justice, health justice, climate justice, etc. as the private sector ought to lead the way when it comes to sustainability and changing the world.What does it mean to be a purposeful brand? Eric will share his views about brand purpose and how critical it is, addressing purpose and the role of purpose in the current work place touching on culture and leadership skills. Additionally, he will share his success story of what adidas achieved in terms of the fight against plastic and how one shoe turned into a billion+ business. We hope you enjoy this session and please rate, review and subscribe.