The Soul of a Brand: Ben & Jerry's Fight for Its Future Ben Cohen's crusade against Magnum Ice Cream Co. 's ownership of Ben & Jerry's is a battle for the brand's very soul.
For decades, Ben & Jerry's was synonymous with socially conscious business practices, but under its new ownership, that mission has been quietly dismantled.
Cohen and his co founder Jerry Greenfield built Ben & Jerry's on a foundation of activism and social responsibility.