The New Gold Standard

Jim Stengel, Global Marketing Officer, Procter & Gamble on the Attraction Economy:

If you can create marketing that makes a difference in someone’s life, then that’s the gold standard. To reach that standard you have to be authentic. People really can see through you when you’re not. Consumers care about who is behind brands and products. This is why your values matter. You can’t do something just because you have to grow share by ten points or make your boss happy. You need a deeper sense of purpose and commitment.

[via Diablogue]



About David Burn

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. Today—after working for seven agencies in five states—I am head of brand strategy and creative at Bonehook in Portland, Oregon.