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NOV 16

P&G, Walmart, Unilever, General Mills Are Major Marketers on a Mission†

From 'We Save You Money' to 'We Nourish Lives,' Giants Make Some Big Statements

Advertising Age, November 16, 2009 — If you haven't touched and improved more lives more completely lately, you probably wouldn't last long as a Procter & Gamble Co. marketer.

The touching-and-improving mantra flows off lips at P&G these days with the eerie ease that "consumer is boss" did nearly a decade ago. The catchphrase rotation has been the most obvious manifestation of the transition to CEO Bob McDonald. He and Global Brand-Building Officer Marc Pritchard frequently answer questions about everything from growth strategy to the role of a brand manager by citing that touching/improving theme.

Categories: Brand, Marketing
Tags: General Mills, P&G, Unilever, Walmart, Mission-based marketing, purpose-based marketing
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OCT 2008

Veteran Marketer Promotes a New Kind of Selling†

Outgoing P&G Adman Sets Up New Shop, Hoping to Persuade Clients They Need to Show How They Can Improve People's Lives

Wall Street Journal, October 31, 2008 — Jim Stengel, the outgoing global marketing chief at Procter & Gamble, is moving from a big advertiser to a small start-up, hoping to remedy some of what he thinks is wrong with the industry.

Starting Monday, the 25-year P&G veteran is opening Jim Stengel LLC, which will try to persuade companies to buy into a newfangled way of selling. It's called "purpose-based marketing," which Mr. Stengel says is about defining what a company does — beyond making money — and how it can make its customers' lives better.

Categories: Brand, Marketing
Tags: P&G, Pampers, Procter & Gamble, brand differentiation, Brand Positioning, Messaging, purpose-based marketing
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