The Hub: Ties That Bind: Understanding Consumer Accountability

In this Roundtable, Leontyne Green Sykes, marketing officer for Ikea U.S., Steve Shannon, VP of Marketing for Hyundai Motor America, John Frascotti, global CMO for Hasbro, Chris Brull, head of marketing at Kawasaki Motors and Mike Sweeney, CEO of The Integer Group all discuss the importance of a brand’s responsibility to its consumer. They also discuss the most effective way to communicate a brand’s responsibility, the biggest challenge to a brand’s reputation and conflicts between brand responsibility and the bottom line.