MEN’S SUMMIT: Collaborating for Social Change

Storytelling, being willing to take risks and personalizing touch points in the consumer journey were among the key topics discussed in a conversation between TJ Papp, vice president, consumer director at Kenneth Cole Productions, and Jack Riker, director, client partnerships at BounceX. From Kenneth Cole Productions’ earliest days of starting the brand out of a 30-foot trailer parked in front of the footwear trade show, Kenneth Cole has always liked to tell the story of the culture of the company. For the last 35 years, he has sought to make a meaningful impact with a focus on public health (HIV and AIDS, as well as Haiti) and civil liberties. From a civil liberties perspective, Cole has focused on such issues as equality, civic engagement and homelessness. “It’s something that never diminished and that we try to bring digitally to the marketplace,” Papp said. Kenneth Cole is a value-based brand that’s created a vision around New York City style and social consciousness, Papp said. Riker said that when one talks about a brand, one discusses the values behind that brand, and he asked Papp how Kenneth Cole uses those values to get the message out. “We’re really clear on our value structure.  And that value structure

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