# BONUS: Brand Building Live at Cannes Lions

- Show: [How I Built This](https://hardwarepodcasts.com/podcast/how-i-built-this)
- Published: 2024-07-26
- Length: 28m
- Page: https://hardwarepodcasts.com/podcast/how-i-built-this/2024-07-26-bonus-brand-building-live-at-cannes-lions

## Summary

Jim Stengel, former Global Marketing Officer at Procter & Gamble, discusses brand building strategies with Guy Raz at Cannes Lions. Stengel shares case studies from his tenure at P&G, including the launch of Duncan Hines cookies, the revitalization of Jif peanut butter through immersion research, and the rescue of the Pampers brand by focusing on baby development. He emphasizes the importance of combining data with ground truth, navigating social media and influencer marketing, and maintaining brand relevance in a polarized political climate.

## Chapters

- [0:00](https://hardwarepodcasts.com/podcast/how-i-built-this/2024-07-26-bonus-brand-building-live-at-cannes-lions#t=0) Introduction and P&G Origins
- [2:52](https://hardwarepodcasts.com/podcast/how-i-built-this/2024-07-26-bonus-brand-building-live-at-cannes-lions#t=172) The Duncan Hines Cookie Failure
- [5:12](https://hardwarepodcasts.com/podcast/how-i-built-this/2024-07-26-bonus-brand-building-live-at-cannes-lions#t=312) Jif Peanut Butter and Immersion Research
- [8:10](https://hardwarepodcasts.com/podcast/how-i-built-this/2024-07-26-bonus-brand-building-live-at-cannes-lions#t=490) Rescuing Pampers in Europe
- [10:46](https://hardwarepodcasts.com/podcast/how-i-built-this/2024-07-26-bonus-brand-building-live-at-cannes-lions#t=646) Downy Fabric Softener Innovation
- [12:21](https://hardwarepodcasts.com/podcast/how-i-built-this/2024-07-26-bonus-brand-building-live-at-cannes-lions#t=741) Data vs. Ground Truth in Modern Marketing
- [14:50](https://hardwarepodcasts.com/podcast/how-i-built-this/2024-07-26-bonus-brand-building-live-at-cannes-lions#t=890) Brand Case Studies: Viori and Kraft Heinz
- [18:51](https://hardwarepodcasts.com/podcast/how-i-built-this/2024-07-26-bonus-brand-building-live-at-cannes-lions#t=1131) Social Media, Influencers, and Liquid Death
- [22:58](https://hardwarepodcasts.com/podcast/how-i-built-this/2024-07-26-bonus-brand-building-live-at-cannes-lions#t=1378) Brand Purpose, Politics, and Startup Advice

## Topics

- [Marketing & brand](https://hardwarepodcasts.com/topic/marketing-and-brand)
- [Validation & product-market fit](https://hardwarepodcasts.com/topic/validation-and-product-market-fit)
- [Direct-to-consumer & e-commerce](https://hardwarepodcasts.com/topic/direct-to-consumer)

## Most relevant to

large enterprises

## Mentioned

- Procter & Gamble (company)
- Duncan Hines (product)
- Jif (product)
- Pampers (product)
- Huggies (product)
- Downy (product)
- Viori (product)
- Kraft Heinz (company)
- Liquid Death (product)
- High Noon (product)
- Nike (company)
- Heinz (product)

## Related episodes from other shows

- [B2B Marketing Lessons from a B2C Company with Corey Smale](https://hardwarepodcasts.com/podcast/manufacturing-happy-hour/2020-06-23-b2b-marketing-lessons-from-a-b2c-company-with-corey-smale) (Manufacturing Happy Hour)
- [Investor Spotlight: Hayden Williams, BrandProject](https://hardwarepodcasts.com/podcast/the-startup-cpg-podcast/2026-02-07-investor-spotlight-hayden-williams-brandproject) (The Startup CPG Podcast)
- [#233 - Ask-Me-Anything: Marketing with Janice Greenwald](https://hardwarepodcasts.com/podcast/the-startup-cpg-podcast/2026-01-27-233-ask-me-anything-marketing-with-janice-greenwald) (The Startup CPG Podcast)
- [#183 - How AI is Helping CPG Brands with Lentiful and FocusFuel](https://hardwarepodcasts.com/podcast/the-startup-cpg-podcast/2025-02-18-183-how-ai-is-helping-cpg-brands-with-lentiful-and-focusfuel) (The Startup CPG Podcast)
- [31: Retweeting Praise](https://hardwarepodcasts.com/podcast/thoroughly-considered/2017-10-27-31-retweeting-praise) (Thoroughly Considered)

## Citing this page

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