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

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

At the ANA Masters of Marketing conference, Marc Pritchard – Chief Brand Officer of P&G – proposed 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 emphasized that consistency, not speed, is the foundation of sustainable brand growth.

He pointed out a common mistake:

“Many marketers think they need to constantly innovate, but in reality, they are causing the brand to lose the accumulated strength over time.”

The secret behind brands that stand the test of time

Understand consumers better than anyone else

Pritchard believes data is just the surface — the crucial thing is to deeply understand human instincts and true emotions.

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

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

Understand your brand more deeply than anyone else

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

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

GTG CRM stores the entire brand journey and user feedback, helping small businesses build a “digital brand memory” — where every campaign, every insight is recorded to be continued, not forgotten.

Don't be afraid to repeat – let ideas sink into customers' 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 bore the audience – it embeds the brand in their minds.”

With GTG CRM's AI Social Planner, businesses can effectively reuse content by automatically optimizing posting time, frequency, and context – ensuring campaigns are fresh yet retain their core essence to gradually sink into customers' minds.

Building a “Memory Structure” – brand 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 has revived an old campaign by linking it to new trends.

GTG CRM helps marketers measure brand awareness & engagement at each stage, thanks to the AI tracking & performance dashboard system, 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) or “Proud Sponsor of Moms” (Olympics) were born from long-term partnerships between P&G and its agencies.

GTG CRM supports role-based access, management of marketing teams and partner agencies within the same platform – ensuring seamless collaboration, monitoring, and succession for all campaigns.

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

When asked about AI, Marc Pritchard said:

“AI is a great tool to help us move faster, but creativity still starts with people.”

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

When the “giants” begin to apply AI: From theory to practice

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

These campaigns show that: AI is not just a tool – it's the bridge between data and brand emotions.

Brand	Notable AI Application	Result
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 product sales.
Heinz	AI Ketchup – uses DALL-E to prove AI also recognizes “only Heinz is ketchup”.	Global viral success, 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 philosophy of “wear in, not wear out” even on a small scale, with optimized costs.

GTG CRM helps businesses:

• Build sustainable brands: Stores the entire history of campaigns & consumer feedback.
• Understand customers deeply: AI automatically classifies behavior, preferences, and interaction frequency.
• Keep campaigns embedded in customers' 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 “technological companion” that helps small businesses do marketing like large corporations – but faster, more cost-effectively, and more efficiently.

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

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

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

This is also the spirit that GTG CRM pursues:

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

GTG CRM – Comprehensive AI Platform for Marketing, Brand, 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.