On Nov 1st Jim Stengel (ex P&G Global Marketing Officer) launched a new kind of marketing consultancy with an extremely lofty ambition:
“to accelerate a movement to deeply rethink and transform the roles and meaning of marketing and branding.”
When Mr. Stengel starts to talk about branding needing a rethink people sit up and take notice, but when Mr. Stengel quits his job and sets up a consultancy with the sole aim of accelerating said rethink, everyone in the industry should probably pay very close attention. His central tenet is that marketing should be more about defining what a company does - beyond making money - and how it can make customers’ lives better, he calls it ‘purpose-driven marketing.’ But this isn’t the first time someone has called for a radical rethink of the marketing processes and structures.
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