How I Built This with Guy Raz
BONUS: Brand Building Live at Cannes Lions
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.
28:05
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Quick takeaways
- Innovative product features can initially succeed, but market competition requires continuous innovation and understanding of consumer preferences.
- Connecting with consumers at a deeper level through values and advocacy can reinvigorate a brand and drive significant growth.
Deep dives
Jim Stengel's Early Experience with P&G and Introduction of Duncan Hines Cookies
Jim Stengel's early career at Procter & Gamble (P&G) involved introducing Duncan Hines Cookies to the market, facing competition from established brands like Nabisco and Keebler. The innovative approach focused on creating a ready-to-eat cookie that stood out with a crispy outside and a soft inside. Despite initial success, their lack of variety and underestimation of competitors led to a failed national expansion, a valuable lesson in market competition.
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