Brand ideals bring growth: conclusions from a former P&G CMO

Geoffrey Precourt

This report from the 4A's Jay Chiat Festival covers a session by Jim Stengel, the former P&G CEO, presenting the core arguments of his forthcoming book, "Grow: How Ideals Power Growth and Profit at the World's Greatest Companies".

Brand ideals bring growth: conclusions from a former P&G CMO

Geoffrey PrecourtWarc

Jim Stengel is about to emerge from UCLA in Los Angeles, California, where he's been residing as an adjunct professor since stepping down from his post as Procter & Gamble's global marketing officer in October 2008.

The three years away from a daily commute don't seem to have made much of a difference. Fortune magazine recently included Stengel as CMO on its 'Executive Dream Team'.

"At P&G, Stengel, 56, oversaw an $8-billion-a-year advertising budget," the magazine wrote. "Today Stengel runs his own consulting company and...

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