“Procter & Gamble has launched major efforts to build purpose in all its brands. At the 2010 Cannes Lions International Advertising Festival, P&G‘s Marc Pritchard said the company has committed itself to purpose-inspired brand building. In his words, “Consumers have a higher expectation of brands and want to know what they are doing for the world. But it has to be authentic with a genuine desire to do it. Our brands’ individual purposes are brought to life by ideas that touch people’s hearts and get them to participate in a brand community.”(8)”
— Landor: Thinking: Articles: Putting social media to work for consumer packaged goods brands
