How I Built This with Guy Raz BONUS: Brand Building Live at Cannes Lions
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Jul 26, 2024 Join Jim Stengel, former Global Marketing Officer at Procter & Gamble, as he shares his expertise in brand building. He emphasizes the importance of understanding consumer insights and emotional connections, illustrated through the relaunch of brands like Jif and Pampers. Stengel discusses the evolution of advertising in the digital age, highlighting how social media and influencer marketing reshape brand relevance. He also explores strategies for targeting niche audiences to foster brand growth and authenticity in a rapidly changing marketplace.
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Rejection and Persistence
- Jim Stengel was initially rejected as a P&G intern but persisted.
- A counselor advocated for him, leading to a job offer after case studies and interviews.
Duncan Hines Cookies
- One of Stengel's early projects was introducing Duncan Hines ready-to-eat cookies.
- Despite initial success, the product ultimately failed due to competition and limited variety.
Jif Peanut Butter: Immersion Research
- Stengel pioneered immersion research at P&G, starting with Jif peanut butter.
- Instead of focusing on product features, he explored parents' values and needs, leading to a successful school fundraising partnership.