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 – 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 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 refresh, but in reality, they are diluting the brand’s accumulated power over time.”

The secret behind timeless brands

Understand consumers better than anyone else

Pritchard believes that data is just the surface – what’s crucial is deeply understanding human instincts and true 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 aggregating all multi-channel data (Facebook, Zalo, Website, Email) to form detailed behavioral profiles. From this, marketers can see not only “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 instance, Charmin has maintained its humorous spirit from Mr. Whipple to the Charmin Bears for decades – demonstrating that sustainable creativity begins with remembering one’s roots.

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

Don’t be afraid to repeat – let ideas deeply embed 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:

“Repeating doesn’t bore the audience – it makes the brand stick 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 yet retain their core essence to gradually embed in customers’ 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 linking it to a new trend.

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

Sustainable creative 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-term partnerships between P&G and its agencies.

GTG CRM supports permission management, marketing team management, and partner agency collaboration within a single platform – ensuring all campaigns are seamlessly collaborated on, monitored, and inherited.

View 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 as a catalyst that helps marketers focus on the most important aspects – ideas, emotions, and stories.

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

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 a bridge between data and brand emotion.

Brand	Outstanding AI Application	Result
Coca-Cola	Create Real Magic – allowing 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 – used DALL-E to prove AI also recognizes “only Heinz is ketchup”.	Global viral, 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 massive 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 the entire history of campaigns & consumer feedback.
• Understand customers deeply: AI automatically classifies behavior, preferences, and interaction frequency.
• Keep campaigns ingrained in customer minds: Automates remarketing & customer care according to emotional cycles.
• Measure real effectiveness: ROI dashboard displays 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 economically, and more effectively.

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

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

“Timeless creativity is when you know 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,
• Innovate with smart AI technology,
• And repeat success with a unified data system.

GTG CRM – A comprehensive AI platform for Marketing, Brands, and Revenue

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

GTG CRM helps businesses not just “run campaigns,” but build brands that last a lifetime.