Hanging A Shingle On Purpose

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James Stengel, a Franklin & Marshall grad like me, is set to embark on a new journey in his storied marketing career. According to The Wall Street Journal, the outgoing global marketing chief at Procter & Gamble and 25-year P&G veteran is opening Jim Stengel LLC on Monday.
Stengel will try to persuade companies to buy into “purpose-based marketing,” which Stengel says is about defining what a company does — beyond making money — and how it can make its customers’ lives better.
“Marketing is in need of a major overhaul,” and “trust in brands is at an all-time low,” says Mr. Stengel, who is funding the venture himself.
Stengel isn’t the only one thinking about such matters. Austin-based, GSD&M, is all about “purpose-based branding.”

About David Burn

Co-founder and editor of AdPulp. I wrote my first ad for a political candidate when I was 17 years old. She won her race and I felt the seductive power of advertising for the first time. I worked for seven agencies in five states before launching my own practice in 2009. Today, I am head of brand strategy and creative at Bonehook in Portland, Oregon.

Comments

  1. This is great to hear. I’m so glad that someone with a track record such as Jim Stengel would be willing to take a chance with such a brave new idea in the world of marketing. I know there is an agency that has been speaking to this idea for some time now (See the article below), but it is good that someone else with such authority is speaking to it.
    http://www.marketingwithmeaning.com/2008/05/08/an-immodest-proposal/