How Ben & Jerry’s fights to stay true to its 40-year-old purposeful mission

Ben & Jerry’s, the ice cream brand, has developed various best practices to ensure that brand purpose consistently remains at the heart of its work.

“The primary reason why so many companies are getting their ass kicked is because they actually don't stand for something important,” argued Matthew McCarthy, CEO of Unilever’s Ben & Jerry (B&J) ice-cream brand.

“If you're not doing something that's...