Welcome to Issue 5 of Inside P&G
Brand building in a digital world
As marketers, we have the opportunity to create the kind of ideas that transform how people feel about brands and companies. This is probably the most profound time of change that has occurred in brand building since the end of the Second World War when mass marketing really took off. We are at an inflection point.
Technology gives people 24/7, real-time connections to everyone. Trust in institutions is eroding so people want to know who is behind brands and companies. Today’s heroes are everyday people whose actions inspire others to follow and whose stories generate the most interest. And people are participating. They’re involved in conversations about our brands and companies like never before. Our vision for P&G is to harness these forces to build our brands through lifelong, one-to-one relationships, in real-time, with every person in the world. Consumers are channelling the rapid pace of technology. We need to harness this technology too as we work to build brands, and our partnership with the IOC is a major step in this direction for P&G.
London 2012 is going to be the first truly digital Olympic Games. Beijing 2008 was just the beginning. Digital technology means we can generate conversations with people rather than just broadcasting to them. This will allow us to create deeper content that will engage people and encourage participation in the Olympic Games as never before.
Our sponsorship allows us to both create a big idea that unites our brands under the P&G umbrella, such as the ‘Proud sponsor of Mums’ campaign, and develop Olympic Games-themed ideas around our individual brands. In the transparent digital world people want to know which brands belong to which company. At P&G, we have a great story to tell about our company, our values and what we do to make a difference in people’s lives, and we want to tell it.
Throughout this journey, we are committed to being the best partner the Olympic movement has ever had. P&G people all over the world are excited and inspired by our association with the Olympic Games, and nowhere is this truer than in the UK, our host market. I can’t wait to see you all in London this summer.
Global Marketing and Brand Building Officer, P&G