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One, three. Wondery.

I'm David Brown, and this is Business Wars Daily on this Wednesday, November 11th.

These days, it's become almost mandatory to declare your company a purpose-driven brand, but Owen said it would be easy. Take the gap, for example. Last Wednesday, the day after

election day, remember that? Oh, what feels like about a year ago? The gap came forward with a message of

unity to this divided country. On social media, it posted an image of its classic hoodie,

but this one was navy on one side, red on the other. Click the image and a zipper brought the two

sides together. The accompanying message, the one thing we know is that together we can move

forward. Sitting percoli alongside the text were two hearts, one red, one blue. This while the United

State of Anxiety was just beginning to hold its breath waiting for ballot counts in court

battles. The Gap's message fell so flat that you might say no one voted for it, with the

exception of the hapless brand manager who suggested it and the yes people in the boardroom who

...