Steve Lesnard Reflects On Implications Of Forming Business Partnerships

Steve Lesnard said in a recent podcast interview that the partnerships a company chooses to enter into should reflect the values of that company. The CMO and vice president of global marketing for The North Face, Lesnard was obviously referencing his company’s long-time relationship with Facebook.

The social media giant has been one of the biggest platforms in recent years for North Face marketing strategies and ad buys. The unique interactive environment of Facebook and its ability to connect sellers with consumers in a personal and emotional way is exactly the kind of approach for which Steve Lesnard has gained a certain amount of fame.

That’s why it was a tough and painful decision to pull advertising dollars from Facebook earlier this year to protest Facebook’s failure to police divisive and racist hate speech on its site. The bottom line is that Facebook was obviously straying far from the core values of The North Face, a company that prides itself on inclusiveness, positive human experience and respect for all people on the planet regardless of culture or ethnicity.

Steve Lesnard added that maintaining the values of his company over the long term means that actions must speak louder than words.

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