P&G former CMO, Jim Stengel, shares the lessons he learned in marketing, branding, and life with P&G at an session for Association of National Advertisers Masters in 2008.
The five lessons:
- To put people at the center of what we do.
- Engage your heart and your mind in everything you do.
- Link your marketing and branding to results.
- To have a purpose behind your brand.
On the importance of Purpose:
It changes everything. Including your results. I maintain it’s the only way forward.
On what Purpose-based marketing is:
An inspiration and motivational reason for being for your brand and having all activities emanate from that. It’s brand that understands where it comes from. It answers the question why am I here. It’s a brand that shares its value with the consumers. It’s a brand that has an agenda. It’s a brand that’s trying to make a powerful impact for good.