Leader's Mindset and the Role of AI in Brand Building – Lessons from P&G & Solutions from GTG CRM

When the marketing world gets “noisy,” P&G chooses to go slow and steady

At the ANA Masters of Marketing conference, Marc Pritchard – Chief Brand Officer of P&G – introduced a seemingly counterintuitive philosophy:

“Great campaigns don’t ‘wear out,’ they ‘wear in.’”

In an era where most brands change campaigns like changing 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, but in reality, they are making the brand lose the power accumulated over time.”

The secret behind timeless brands

Understand consumers better than anyone else

Pritchard believes data is just the surface—what matters is deeply understanding human instincts and emotions.

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

GTG CRM helps businesses achieve this by aggregating all cross-channel data (Facebook, Zalo, Website, Email) to form detailed behavioral profiles. From there, marketers can understand not just “what customers buy,” but also “why they buy.”

Understand your brand more deeply than anyone

P&G believes that brand identity lies in its initial “genes.”

For example, Charmin has maintained its humorous spirit from Mr. Whipple to the Charmin Bears for decades – proving that sustainable creativity starts 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 each campaign and insight is recorded to be continued, not forgotten.

Don't be afraid to repeat — let ideas deeply embed into customer minds

Old Spice is a classic example: after more than 10 years, the “Smell Like a Man” campaign is still thriving.

Pritchard said:

“Repetition doesn’t tire viewers – it embeds the brand in their minds.”

With GTG CRM’s AI Social Planner, businesses can effectively reuse content by automatically optimizing posting times, frequency, and context – ensuring campaigns are fresh while retaining their core essence to gradually embed in customer minds.

Building a “Memory Structure” – brands in the subconscious

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 connecting it to a new trend.

GTG CRM helps marketers measure brand awareness & engagement at each stage, thanks to its AI tracking & performance dashboard, to know “which ideas are sticking and which are fading.”

Sustainable creative relationships lead to long-term success

Pritchard affirmed:

“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-term partnerships between P&G and agencies.

GTG CRM supports permissioning, managing marketing teams and partner agencies within the same platform – ensuring all campaigns are collaborated on, monitored, and seamlessly inherited.

Perspective on AI: A powerful tool, but the creative heart remains human

When asked about AI, Marc Pritchard said:

“AI is a wonderful tool that helps us move faster, but creativity still starts with people.”

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

When “giants” start applying AI: From theory to action

Not just P&G, but a host of global brands are integrating AI into their brand strategies:

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

Brand	Outstanding AI Application	Results
Coca-Cola	Create Real Magic – allows users to create Coca-Cola images using GPT-4 & DALL-E.	120,000 creations, 300 million global reach.
Nike	Nike By You – AI suggests colors & designs based on customer habits.	35% increase in personalized line sales.
Heinz	AI Ketchup – uses DALL-E to prove AI also recognizes “only Heinz is ketchup.”	Global viral sensation, strengthened brand equity.
Starbucks	Digital Flywheel – AI analyzes behavior and predicts individual customer needs.	60% of orders from AI recommendations.

GTG CRM – Helping Vietnamese businesses apply the “P&G + AI” mindset in 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 even on a small scale, with optimized costs.

GTG CRM helps businesses:

• Build sustainable brands: Stores entire campaign history & consumer feedback.
• Understand customers deeply: AI automatically categorizes behavior, preferences, and interaction frequency.
• Keep campaigns ingrained in customer minds: Automates remarketing & customer care based on emotional cycles.
• Measure real effectiveness: ROI dashboard shows the long-term impact of each campaign – not just by views but by brand value.

GTG CRM is the “tech companion” that helps small businesses do marketing like large corporations – but faster, cheaper, and more effective.

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

Marc Pritchard concluded his speech with a concise yet memorable quote:

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

This is also the spirit that GTG CRM follows:

• Helps businesses retain core brand value,
• Innovate with smart AI technology,
• And repeat success with a unified data system.

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

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

GTG CRM helps businesses not just “run campaigns,” but build brands that stand the test of time.