Gap, once a $43 billion retail giant, stagnated for two decades and lost its cultural grip. Now, CEO Richard Dickson is betting viral campaigns like Katseye's "Better in Denim" can turn Gap around.
In the latest episode of Fortune's Behind the Business, Fortune senior writer Phil Wahba talked to Dickson about how the retailer is converting fleeting cultural momentum into durable growth while growing its four-brand portfolio.
