While the marketing world is becoming increasingly chaotic, P&G chooses to take a slow and steady approach.

At the ANA Masters of Marketing conference , Marc Pritchard – P&G's Chief Brand Officer – put forward a philosophy that sounds counterintuitive:

"Great campaigns don't 'wear away,' they 'wear into.'"

In an era where most brands change campaigns like they change clothes every quarter, Pritchard emphasizes that consistency, not speed, is the foundation of sustainable brand growth.

He pointed out a common mistake:

"Many marketers think they need to constantly refresh their brand, but in reality, they are causing the brand to lose the strength it has accumulated over time."

The secrets behind brands that stand the test of time.

We understand consumers better than anyone else.

Pritchard argued that data is just the tip of the iceberg — what's important is understanding people's true instincts and emotions.

For example, Pampers doesn't sell diapers; they sell peace of mind for a child's sleep —an emotional insight that resonates with parents worldwide.

GTG CRM helps businesses achieve this by gathering all multi-channel data (Facebook, Zalo, Website, Email) to create detailed behavioral profiles. From there, marketers can see not only "what customers buy," but also "why they buy."

They understand their brand better than anyone else.

P&G believes that brand identity is in the "genes" from the very beginning.

For example, Charmin has maintained the same humorous spirit from Mr. Whipple to Charmin Bears for decades – proving that sustainable creativity begins with not forgetting its roots.

GTG CRM stores the entire brand journey and user feedback, helping small businesses build a “digital brand memory”—a place where every campaign and every insight is recorded for future use, ensuring nothing is forgotten.

Don't be afraid to repeat yourself — let the idea sink into the customer's mind.

Old Spice is a classic example: after more than 10 years, the "Smell Like a Man" campaign is still going strong.

Pritchard said:

"Repetition doesn't tire the viewer out – it makes the brand ingrained in their mind."

With GTG CRM's AI Social Planner, businesses can effectively reuse content by automatically optimizing the timing, frequency, and context of posts – ensuring campaigns are fresh yet retain their core message, allowing them to gradually sink into the customer's mind.

Building a "Memory Structure" – a brand in the subconscious mind.

According to Pritchard, effective advertising is advertising that encodes brand emotions into consumers' long-term memory.

For example, the “Pantene TikTok – expired shampoo” moment revived an old campaign by linking it to a new trend.

GTG CRM helps marketers measure brand awareness and engagement at each stage, thanks to its AI tracking and performance dashboard system , to understand "which ideas are taking root and which are fading."

Sustainable, innovative relationships lead to long-term success.

Pritchard asserted:

"The best creativity comes from the best relationships."

Legendary campaigns like “Like a Girl” (Always) and “Proud Sponsor of Moms” (Olympics) were born from long-standing partnerships between P&G and agencies.

GTG CRM supports access control and management of marketing teams and partner agencies within a single platform – ensuring seamless collaboration, monitoring, and continuity across all campaigns.

Perspective on AI: Powerful tools, but the creative heart remains human.

When asked about AI, Marc Pritchard said:

"AI is a great tool that helps us move faster, but innovation still starts with humans."

He doesn't see AI as a threat, but rather as a catalyst that helps marketers focus on the most important elements – ideas, emotions, and stories.

When the "big players" started applying AI: From theory to action

It's not just P&G; a host of global brands are incorporating AI into their brand strategies:

These campaigns demonstrate that AI is not just a tool – it's a bridge between data and brand emotion.

GTG CRM – Helping Vietnamese businesses apply the “P&G + AI” mindset to practice.

P&G has a huge budget and a global team. But thanks to platforms like GTG CRM, Vietnamese businesses can implement the "wear in, not wear out" philosophy on a smaller scale, at an optimized cost.

GTG CRM helps businesses:

• Building a sustainable brand: Storing complete campaign history and consumer feedback.
• Deep customer understanding: AI automatically categorizes behavior, preferences, and interaction frequency.
• Keep your campaigns deeply embedded in your customers' minds: Automate remarketing and customer care based on the emotional cycle.
• Measure real effectiveness: The ROI dashboard shows the long-term impact of each campaign – not just in terms of views, but in terms of brand value.

GTG CRM is the "technological companion" that helps small businesses do marketing like large corporations – but faster, more cost-effective, and more efficient.

Conclusion: Sustainability comes from strategy – and accuracy comes from data.

Marc Pritchard concluded his speech with a short but memorable quote:

"Timeless creativity is knowing what to keep, what to change, and when to repeat."

That is precisely the spirit that GTG CRM pursues:

• Helping businesses retain their core brand values,
• Transformation through intelligent AI technology.
• And repeat that success using a unified data system.

GTG CRM – A comprehensive AI platform for Marketing, Branding, and Sales

From content creation and campaign management to customer care and ROI measurement –

GTG CRM helps businesses not only "run campaigns," but also build brands that will last over time.