Procter on Purpose: “A brand is not a brand until it makes a difference in your life”
Marc Pritchard of Procter & Gamble seeks deeper brand meaning.
No longer is it good enough to make the best products. At Procter & Gamble, a brand is not a brand until it makes a difference in your life. A P&G brand must have a purpose that transcends its benefits.
It may not be a new idea that a brand should solve your problems or make your life happier. But as Procter & Gamble marketing chief Marc Pritchard suggests, it is transforming the way marketing – if the term even still applies – is done at Procter & Gamble.
Marketing is communications, a two – way (or more) conversation. It is more about providing a service than sending a message.
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