Guest: Tom Buday, former head of marketing and consumer communication for Nestle. 

Virgin CEO Richard Branson once predicted that “the brands that will thrive in the coming years are the ones that have a purpose beyond profit.” Penn State Smeal College of Business marketing graduate Tom Buday and his wife, Linda, agree, and they have made a gift to endow a fund at Smeal to prepare marketing leaders to create and “look after” purposeful brands in the future. What are purposeful brands? How is it different from cause-related marketing and what are some relevant, real-life case studies? We’ll explore these questions and more in this episode.