Peter Sloterdyk on why brands must stop pandering to purposes

Marketers need to stop allowing their brands to pander to purpose, chief marketing and technology officer for Koala, Peter Sloterdyk, has told the Mumbrellacast.

Speaking to Mumbrella’s head of content, Damian Francis during Pride Month, Sloterdyk delivered a strong opinion on the growing regularity of brands attaching themselves to causes, particularly when it is without the necessary thought required to do justice to the strategy.

Sloterdyk spoke to Francis for the Mumbrellacast over 45 minutes in a wide-ranging interview that touched on running the marketing for one of Australia’s most well-known startups from the other side of the world (Denver, Colorado), taking on the leadership of the technology side of the business as well as marketing, and toning down some of the messaging in order to appeal to a wider market while not losing the Koala authenticity.