Wow. I just came across this speech by design leader P&G CEO AG Lafley and it’s dynamite because he tells an Association of National Advertisers audience to face reality and stop trying to control their brands because their own customers are the ones defining and shaping them. Now consider the source—the head of one of the great brand companies in the world.
Lafley argues that thanks to media framentation and user-generated content, marketers are more likely to be in touch with their customers if they face reality and let consumers be in control. It’s all pull now, not push, when it comes to products. One example he showed was a Pringles video made by a British teen shown on YouTube. I went to YouTube and found tons of Pringles videos. This was my favorite.
You gotta be careful with user-generated content.
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