BONUS: Brand Building Live at Cannes Lions
Digest
This podcast features a conversation with Jim Stangle, a veteran brand builder, at the Cannes Lions International Festival of Creativity. Stangle shares his extensive experience at Procter & Gamble, where he pioneered the use of immersion research to understand consumer needs and develop successful campaigns for brands like GIF peanut butter, Pampers, and Downy Fabric Softener. He emphasizes the importance of balancing data analysis with real-world immersion research to gain a comprehensive understanding of consumer behavior. Stangle also discusses the challenges and opportunities of brand building in the digital age, highlighting the importance of staying relevant and in touch with consumers through social media influencers and AI. He shares his perspective on the future of advertising, emphasizing the importance of niche marketing, influencer marketing, and earning attention rather than buying it. Stangle provides valuable advice for small businesses and startups, emphasizing the importance of defining their target audience precisely and leveraging force multipliers to build awareness and advocacy. He concludes by discussing the importance of brand purpose and social responsibility, emphasizing the need for authenticity and consistency in aligning with consumer values.
Outlines
Introduction and Brand Building in the Digital Age
This segment introduces the podcast and features a conversation with Jim Stangle, a seasoned brand builder, discussing the evolution of brand building in the digital age.
Immersion Research and its Impact on Brand Building
Jim Stangle shares his experience using immersion research at Procter & Gamble, highlighting its effectiveness in understanding consumer needs and developing successful campaigns for brands like GIF peanut butter, Pampers, and Downy Fabric Softener.
Navigating the Future of Advertising and Brand Building
Jim Stangle discusses the challenges and opportunities of brand building in the age of social media influencers and AI, emphasizing the importance of staying relevant and in touch with consumers. He shares his perspective on the future of advertising, emphasizing the importance of niche marketing, influencer marketing, and earning attention rather than buying it.
Building Scrappy Brands and the Importance of Brand Purpose
Jim Stangle discusses the importance of entertainment and taking risks in brand building, using examples like Liquid Death and High Noon. He also emphasizes the importance of brands having a clear purpose and aligning with consumer values, emphasizing the need for authenticity and consistency.
Keywords
Procter & Gamble (P&G)
A multinational consumer goods corporation headquartered in Cincinnati, Ohio, known for its wide range of household and personal care products.
Cannes Lions International Festival of Creativity
An annual festival held in Cannes, France, that celebrates creativity in advertising, marketing, and related fields.
Immersion Research
A qualitative research method that involves immersing oneself in the lives and experiences of target consumers to gain deep insights into their needs, behaviors, and motivations.
GIF Peanut Butter
A brand of peanut butter that Jim Stangle helped reposition by focusing on its nutritional benefits and aligning with the values of mothers and parents.
Pampers
A leading brand of diapers owned by Procter & Gamble, which Jim Stangle helped revitalize by repositioning it as an advocate for baby development.
Downy Fabric Softener
A brand of fabric softener owned by Procter & Gamble, which Jim Stangle helped improve by reformulating it to address the needs of low-income parents in Latin America.
Influencer Marketing
A marketing strategy that involves collaborating with influential individuals on social media to promote products or services to their followers.
Liquid Death
A brand of canned water that disrupted the bottled water category with its unique branding and anti-plastic stance.
High Noon
A brand of canned alcoholic beverages that achieved success by focusing on a simple insight: people want light, flavorful daytime drinks.
Q&A
What is immersion research and how did Jim Stangle use it in his career at Procter & Gamble?
Immersion research is a qualitative research method that involves immersing oneself in the lives and experiences of target consumers to gain deep insights. Jim Stangle used it to understand the needs of mothers and parents, leading to successful campaigns for GIF peanut butter, Pampers, and Downy Fabric Softener.
How does Jim Stangle balance data analysis with real-world immersion research in today's data-driven marketing landscape?
Jim Stangle believes that both data analysis and immersion research are crucial for effective marketing. He advocates for using both sides of the brain to gain a comprehensive understanding of consumer behavior and market trends.
What are some of the key challenges and opportunities of brand building in the age of social media influencers and AI?
Jim Stangle highlights the importance of staying relevant and in touch with consumers in the digital age. He emphasizes the need to understand where consumers are spending their time, how they are getting information, and who is influencing them.
What is Jim Stangle's perspective on the future of advertising and the role of influencer marketing?
Jim Stangle believes that the future of advertising lies in niche marketing and influencer marketing. He emphasizes the importance of authenticity and earning attention rather than buying it.
How does Jim Stangle advise small businesses and startups to break through in a crowded market?
Jim Stangle advises startups to define their target audience precisely and leverage force multipliers to build awareness and advocacy. He emphasizes the importance of starting with a small, passionate group of consumers and building from there.
Show Notes
What does it take to successfully market a brand today? Last month, Guy sat down with marketing expert Jim Stengel to find out.
Jim spent more than two decades at Procter & Gamble, where he managed international brands like Jif and Pampers. He spent seven years as P&G’s Global Marketing Officer.
Today, he consults with businesses large and small, and interviews marketing leaders on his show, The CMO Podcast.
This interview was recorded in front of a live audience on the Amazon stage at Cannes Lions International Festival of Creativity, and was supported by Wondery.
This episode was produced by John Isabella with music by Sam Paulson. It was edited by Neva Grant. Our audio engineers were Cena Loffredo and Debbie Daughtry.
You can follow HIBT on X & Instagram, and email us at hibt@id.wondery.com. And sign up for Guy’s free newsletter at guyraz.com.
See Privacy Policy at https://art19.com/privacy and California Privacy Notice at https://art19.com/privacy#do-not-sell-my-info.
Table of contents
United States
