YouTube and P&G--CEO Lafley Say's "Let Go" of Brands--Consumers Are In Control Now.

Posted by: Bruce Nussbaum on October 8, 2006

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.

Reader Comments

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Want to stop talking about innovation and learn how to make it work for you? Bruce Nussbaum takes you deep into the latest thinking about innovation and design with daily scoops, provocative perspectives and case studies. Nussbaum is at the center of a global conversation on the growing discipline of innovation and the deepening field of design thinking. Read him to discover what social networking works—and what doesn’t. Discover where service innovation is going and how experience design is shaping up. Learn which schools are graduating the most creative talent and which consulting firms are the hottest. And get his take on what the smartest companies are doing in the U.S., Asia and Europe, far ahead of the pack.

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