When the CMO of Procter & Gamble speaks, we should take note. Especially now. You can link to the entire story below and read it for yourself, but let me pull out an operative quote of interest from it:
"Mr. Stengel....used his platform to describe a different set of imperatives: the need for brands to be authentic, trustworthy and generous."
Stengel says the days of “telling and selling” are over and he began his presentation to AAAA this week showing his Second Life avatar visiting the Second Life office of P&G’s agency Leo Burnett.
If P&G is sounding and acting like this, we can assume there has been a seismic shift in the marketing world. Creating authentic brands that care about the world, not just making an extra buck, is the world we live in today.
The full AdAge article is here.
Along those lines, what is to be made of the Product Red cause initiative. Is it selling products successfully? Is it raising money and awareness for an important cause? I think the jury is still out on both of those questions. Others think so too. Witness this recent website called buylesscrap which suggests that people not buy the Red products and instead donate more money to the cause.
Authenticity and transparency are critical in branding today. Same goes for cause programs. Jim Stengel at P&G has it right - authentic; trustworthy and generous are what people want today. How is your company doing?
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