Friday, 8 June 2018
One of the speakers at the event was Marc Pritchard, Chief Brand Officer at P&G. In this interview for Sustainable Brands, he talks about what needs to be changed in the world of branding. No huge surprises, but it's a useful summary of the way that branding has evolved over the last decade or two:
*Lead disruption rather than trying to follow
*Focus on growing the market, not just gaining share
*'Built-in' doing good rather than 'bolted-on'
*Big is beautiful when it's good
*Sustainable is mainstream, not niche
So there we are. It seems that one place to start with being a sustainable brand is to recycle your old marketing paradigms and models - and possibly re-purpose them as frameworks ;)