YouSaid · the spoken record

Marc Pritchard

lines on the record: 59
first: 2024-07-26
most recent: 2024-07-26
sittings or episodes: 1
sources: podcast

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“Jim Stangle, former global marketing officer of Procter& Gamble and host of the CMO podcast. And thanks to Amazon and to Wondery for hosting our conversation live at Cann Lions. And before you go, please don't forget to sign up for my newsletter. It's filled with insights and ideas from some of the world's greatest entrepreneurs. You can sign up at guyroz.com. This episode was produced by John Isabella with music composed by Sam Paulson. It was edited by Neba Grant. Our audio engineers were Debbie Daughtri and Sina Lafredo. Our production team at How I Built This also includes Alex Chung, Carla Estevez, Casey Herman, Chris Massini, Elaine Coates, JC Howard, Catherine Ceifer, and Carrie Thompson. I'm Guy Ros, and you've been listening to how I built this.”
2024-07-26 · How I Built This with Guy Raz · BONUS: Brand Building Live at Cannes Lions · IDENTIFIED FROM THE TRANSCRIPT
“I mean, you go back to an old PNG lesson for Breeze, which is now multi-billion dollar brand, wasn't always that. They made a choice about what kind of people would find the most benefit. And they started with cigarette smoking. And then they went from there and they kept experimenting with different groups, smelly teenagers. So it starts there, and that's where you begin your marketing, and then it's a force multiplier.”
2024-07-26 · How I Built This with Guy Raz · BONUS: Brand Building Live at Cannes Lions · IDENTIFIED FROM THE TRANSCRIPT
“It's what the military calls force multipliers. You essentially find your, I mean, there's a theory around a thousand fans, a thousand fans can really blow up a brand, right?”
2024-07-26 · How I Built This with Guy Raz · BONUS: Brand Building Live at Cannes Lions · IDENTIFIED FROM THE TRANSCRIPT
“Think you have to start with a really, really interesting question that a lot of people don't start with and don't have a great answer to, and that is, who is that group of people who you want your brand to be relevant and important to? Exactly, who are they? And you just can't say people 18 plus, get much more specific about who you think you have a special product or service for and go after them. And it has to be big enough for you to at least meet your early business goals. But once you get that group to be aware of you, to get their attention, to buy you, to be an advocate.”
2024-07-26 · How I Built This with Guy Raz · BONUS: Brand Building Live at Cannes Lions · IDENTIFIED FROM THE TRANSCRIPT
“We have a new sort of Thursday episode called The Advice Line where I bring on past guests, founders to give advice to very, very early startup founders. People are selling trucker hats or starting their own cookie business. And the question we get again and again and again is how do we break through? Social media advertising is tougher. It's tougher to break through buying ads on meta and TikTok. It's just getting harder to reach people. And so obviously you've worked with massive brands, but most businesses in the United States are small companies. They're small businesses. They're small startups. And so when somebody asks that question, how do I break through? How do I get the attention of consumers? Where do you start? I mean, do you”
2024-07-26 · How I Built This with Guy Raz · BONUS: Brand Building Live at Cannes Lions · IDENTIFIED FROM THE TRANSCRIPT
“I think they punish brands when they don't do what they say they're going to do. And they're not relevant to them. I think it's a bit category company founder specific in terms of how people take a point of view on this. I think it's more complicated for tied to take a point of view than it is for you. And I think that's just a reality, and you have to understand that when you're managing a business like that, you, at the end of the day, have a responsibility to your shareholders, your communities, your people, your employees, your customers, and you've got to balance all that, and that is the beauty and the complexity of leadership.”
2024-07-26 · How I Built This with Guy Raz · BONUS: Brand Building Live at Cannes Lions · IDENTIFIED FROM THE TRANSCRIPT
“But it's consistent with how Nike sees the world. That was not a surprise. I don't think to anyone what Nike did. And they didn't back down. They stayed consistent with it. So I think if you're going to take a stand like that, which I think was right for them and right for their brand and right for their values, it worked. If they had wobbled, it would have been a very different story.”
2024-07-26 · How I Built This with Guy Raz · BONUS: Brand Building Live at Cannes Lions · IDENTIFIED FROM THE TRANSCRIPT
“But that wasn't political. I mean, that's about a public health When we talk about, let's pick some examples. I mean, Nike famously partnered with Colin Kaepernick. It led to a 3% dip in their stock price. But then within a month, the stock rebounded and really skyrocketed and they increased their social media following.”
2024-07-26 · How I Built This with Guy Raz · BONUS: Brand Building Live at Cannes Lions · IDENTIFIED FROM THE TRANSCRIPT
“I think you have to keep your employees involved, and I think those people who make decisions without consulting deeply and frequently with their employees make bad calls, you have to stay close, gets back to our immersion research comment, you have to stay close to your customers. What's important to them? What do they value? I mean, many big brands appeal to all sorts of people. And you can't forget that. And so what you choose to get involved with needs to be a strategic choice in terms of what your employees and customers care about and then stay with it, guys. Stay with it for years and don't wobble. I mean, we talk about pampers earlier. They had a program to get rid of tetanus in developing markets by partnering with UNICEF. The partnership went like 20 years. And it was fabulous for the brand, fabulous for the world, and I think they made the decisions against using the right criteria. And it worked very well.”
2024-07-26 · How I Built This with Guy Raz · BONUS: Brand Building Live at Cannes Lions · IDENTIFIED FROM THE TRANSCRIPT
“Well, let's talk about politics for a moment. Nobody likes to talk about that, but I think it's important to talk about it. And I think probably a lot of people here have had conversations around politics. Many brands in recent years have tried to be responsive to the political climate, sometimes driven by employees at the companies. In some or even many cases, it has backfired. Now you are seeing more and more brands just say, you know, look, our job is to provide the best possible product and experience to consumers. We're going to stay away from issues or politics. That can also be a challenge, that can also be problematic. How do you navigate that?”
2024-07-26 · How I Built This with Guy Raz · BONUS: Brand Building Live at Cannes Lions · IDENTIFIED FROM THE TRANSCRIPT
“I think most do. I think they want a brand. I mean, I've done a lot of research on this. I think they want a brand that they are proud of, that is doing things that align with their values, that they respect, that they trust. I think it's important for brands to have a meaning and have a purpose. It needs to be consistent with who you are, your company's values, your heritage, what your customers care about. And when all that checks in, then I think you'll be making the right choices.”
2024-07-26 · How I Built This with Guy Raz · BONUS: Brand Building Live at Cannes Lions · IDENTIFIED FROM THE TRANSCRIPT
“It's interesting because for the past I don't know, 20 years or so, and we've had many of these brands on how I built this. We've seen lots of brands position themselves as social enterprises, right? Do good and do well, or version of that, almost downplaying the business side, almost downplaying the capitalism side. And I wonder whether, let's put aside the, let's say, moral correctness or whatever you want to say about it, do you think consumers care?”
2024-07-26 · How I Built This with Guy Raz · BONUS: Brand Building Live at Cannes Lions · IDENTIFIED FROM THE TRANSCRIPT
“I think what Mike shared yesterday was it's about entertainment, right? And that's a different process than kind of advertising. So he's nailed that, I mean, there are brands like High Noon, which went from nothing to the leading brand in canned alcoholic beverages. They're a gigantic brand. And they have a great product, interesting packaging, great distribution. So they just did the fundamentals extremely well with a pretty simple insight. People want something that tastes really great, that's light, that's a daytime drink. But I think with liquid death, one thing I would add to that we don't maybe talk about this enough. They came out with a can because they're anti-plastic. That was a big point of difference. And they came out with a, they wanted.”
2024-07-26 · How I Built This with Guy Raz · BONUS: Brand Building Live at Cannes Lions · IDENTIFIED FROM THE TRANSCRIPT
“Weren't or aren't doing that, and it's not that they can't do that. So, why you talked to big brands and they want to be scrappy, but they can't, how do you... Advise them to think about taking risks”
2024-07-26 · How I Built This with Guy Raz · BONUS: Brand Building Live at Cannes Lions · IDENTIFIED FROM THE TRANSCRIPT
“And we had him on the show a few months ago. And I think a lot of people went to his presentation and were blown away but also feeling a little bit like, well, how can I do that in my company? Because essentially what he did was he took a tired stayed category, bottled water, and he turned it on his head. He turned it into a purple cow, which Seth Goden calls purple cows. It was so weird. Like you have to go into the grocery store and pick it up because you're looking at this can with a fiery skull and these old English lettering and it says liquid death and you're like, what is that? Is that mal liquor? Why is it at Whole Foods? So weird that you're compelled to pick it up, but for a variety of reasons, big brands.”
2024-07-26 · How I Built This with Guy Raz · BONUS: Brand Building Live at Cannes Lions · IDENTIFIED FROM THE TRANSCRIPT
“A celebrity coming into your company, learning about your brand, honestly believing in it, and then advocating in their circles. So those strategies no different. It's just it happens right now at scale more quickly because of the platforms. And it's changing. Someone who's an influencer today may not be next month. And that's why you have to be very, very in touch.”
2024-07-26 · How I Built This with Guy Raz · BONUS: Brand Building Live at Cannes Lions · IDENTIFIED FROM THE TRANSCRIPT
“This is nice. I mean, Gary Vanerchuck talks a lot about brands starting on social. That's largely right. I agree with that. That's where the energy is. That's where the people are. So the companies that are adjusting how they, not their strategy, but how the strategy comes to life are the ones that I think are building big brands that are relevant. We talked about Kraft Heinz a minute ago. Those are big brands. They're in many ways mundane brands, but they are being talked about on social. They are doing things that get attention and gets engagement. Getting attention today, you can't buy it anymore. You have to earn it. And earning it's a lot more challenging and takes a different kind of team and a different kind of work than in the old days when I was young where you could spend $60 million and pretty much get 90% awareness. It's a different world now and the companies that realize that and are acting on it and thankfully a lot are winning.”
2024-07-26 · How I Built This with Guy Raz · BONUS: Brand Building Live at Cannes Lions · IDENTIFIED FROM THE TRANSCRIPT
“Behind this here, happy to have you. There was a panel discussion the other day about the future of advertising, and it's windy here. This is nice, actually. It's very, very pleasant up here on stage. Feels pretty good. And one of the panelists said it was a younger content creator, and this person said, look, I think that the future of advertising is not going to be mass market TV type spots. That's dead. It's going to be niche marketing. It's going to be influencer marketing. And I wonder what your take on that is. I mean, do you think there's some credence to that idea?”
2024-07-26 · How I Built This with Guy Raz · BONUS: Brand Building Live at Cannes Lions · IDENTIFIED FROM THE TRANSCRIPT
“And most of the time, I mean, Heinz, you know, Malcolm Gladwell has written about this, right? I mean, there's a reason why you come back to that product.”
2024-07-26 · How I Built This with Guy Raz · BONUS: Brand Building Live at Cannes Lions · IDENTIFIED FROM THE TRANSCRIPT
“Behinds. It has to be Hines. It has to be behind. And it's such a powerful message, and it resonates because everybody's had that experience where you dip a hot French fry into ketchup.”
2024-07-26 · How I Built This with Guy Raz · BONUS: Brand Building Live at Cannes Lions · IDENTIFIED FROM THE TRANSCRIPT
“You know, I'm speaking of Kraft Heinz, I saw an incredible ad campaign. I think they did a year ago, and it's just images of people in restaurants pouring out ketchup, and in the back of the kitchen, you see somebody pouring off-brand ketchup into a Heinz bottle. And I think the tagline is like...”
2024-07-26 · How I Built This with Guy Raz · BONUS: Brand Building Live at Cannes Lions · IDENTIFIED FROM THE TRANSCRIPT
“What would keep me up at night is are the brands relevant? Are they in touch? It's easy to be irrelevant today if you're not in touch. I think what I would do, the strategies would be the same guy. I mean, where are your consumers spending their time? How are they getting their information? Who's influencing them? And that's easy to see. Then you have to act on it. And you have to leave some of your old paradigms and frameworks behind. Craft Heinz, who is well represented here at Kent. I don't know if any of them are in the audience. They're doing some super creative work because they're following the consumer. And by the way, they're unleashing their organization to enjoy the work, to have fun with it, to do things that are entertaining and engaging. And when you do that, good things will happen. But the same strategy be close to your customers, understand where they are. It's just a different tactic today than it was 20 years ago.”
2024-07-26 · How I Built This with Guy Raz · BONUS: Brand Building Live at Cannes Lions · IDENTIFIED FROM THE TRANSCRIPT
“And there was nothing like it. Obviously, the landscape has changed in the time since you've left PNG social media marketing has become much, much more important. It basically didn't exist right in 2008. And I wonder if you were still at PNG today, right, or you were running marketing at a major organization in an era of social media influencers and AI, the potential for AI to write ad copy, what would keep you up at night or how would you think about Positioning brands now.”
2024-07-26 · How I Built This with Guy Raz · BONUS: Brand Building Live at Cannes Lions · IDENTIFIED FROM THE TRANSCRIPT
“In yogas, in yoga studios. So they really kind of took the same product and just changed the way they marketed it. They basically said, hey, this is for hiking, it's for hanging out with your kids, it's for surfing, swimming, going to the gym, doing yoga. And somehow that clicked, you know, that started to click with consumers and it became this product and brand that first men and now women were buying because they saw it as an all-purpose comfortable ActiveWear brand.”
2024-07-26 · How I Built This with Guy Raz · BONUS: Brand Building Live at Cannes Lions · IDENTIFIED FROM THE TRANSCRIPT
“Thank you. It's a really good show. Thank you. Joe could start that brand. They didn't resonate. And the reason why is they tried to sell yoga wear for men.”
2024-07-26 · How I Built This with Guy Raz · BONUS: Brand Building Live at Cannes Lions · IDENTIFIED FROM THE TRANSCRIPT
“VR, okay. But it's okay. VR. Okay. Spelled voo over. But I was an early adopter. My daughter, I don't know, maybe eight years ago, nine years ago, bought me some of her Christmas. And they just had, as you know, had a massive investment a couple years ago and they're expanding like mad.”
2024-07-26 · How I Built This with Guy Raz · BONUS: Brand Building Live at Cannes Lions · IDENTIFIED FROM THE TRANSCRIPT
“Well, I can talk about things that affect my behavior. Because then it gets very personal. I mean, I love you've had this brand on your show. I love the brand Vori coming out of Encinitas. I almost, my wife, I almost only wear that now”
2024-07-26 · How I Built This with Guy Raz · BONUS: Brand Building Live at Cannes Lions · IDENTIFIED FROM THE TRANSCRIPT
“Going to take a quick break, but when we come back, more for my conversation with Jim Stangle live at Can Lions. Stay with us, I'm Guy Ross, and you're listening to how I built this. Hey, welcome back to the special bonus edition of How I Built This. Here's more for my conversation with Jim Stengel live on the Amazon stage and supported by Wondery at Can Lions. So Jim, what is a marketing campaign that you've seen?”
2024-07-26 · How I Built This with Guy Raz · BONUS: Brand Building Live at Cannes Lions · IDENTIFIED FROM THE TRANSCRIPT
“It's an and guy. I mean, honestly, there's a lot of talk here in Cannes this week about this. I was, in fact, I had a nickname when I was an assistant brand manager, Jiff of Data Man. I spent my time in the brand group just scouring the data about the brand, the competitive set, distribution, what's happening. And I would spend a lot of immersion time in stores with mothers, with parents. You got to do them both because insights will pop out when you're using both sides of your brain. So I'm an advocate for both, but if you do one without the other, you will not be a world-class marketer or a world-class brand builder.”
2024-07-26 · How I Built This with Guy Raz · BONUS: Brand Building Live at Cannes Lions · IDENTIFIED FROM THE TRANSCRIPT
“You essentially reformulate the product so it's not as SUDSY. It doesn't require as much rinsing. Correct. And you basically have a new product. Okay, so now we've heard about these three case studies, all the results of real ground research. And so now let's bring it to the present day and the present moment we are in an era of massive data and it's just growing. I mean, you can measure everything now and increasingly everything more. In your view, do you feel like brands today rely too much? On statistics, and not enough on ground truth fact-finding.”
2024-07-26 · How I Built This with Guy Raz · BONUS: Brand Building Live at Cannes Lions · IDENTIFIED FROM THE TRANSCRIPT
“And so we spend time with very low income parents in Latin America. We spread out and did this in various neighborhoods. And what came out of that and some great research by R&D people is a new product that took the suds away after you did your wash. Now that sounds like it's maybe silly, but these people are carrying water sometimes a mile, two miles, three miles to do their laundry. So if we can have them do laundry in one load of water and take the suds away quickly and have the clothes clean, fresh, and not soapy, it was an enormous benefit. So that came out of the immersion research. We acted on it, we developed it, and it became a huge product around the world.”
2024-07-26 · How I Built This with Guy Raz · BONUS: Brand Building Live at Cannes Lions · IDENTIFIED FROM THE TRANSCRIPT
“Well, this isn't a good example of immersion research getting out there and spending time with in people's homes and in their lives. By the way, our executive team at PNG, we met quarterly. This is the top management. Before our quarterly meeting, we would always do an immersion. We'd go spend time with people who are not like us.”
2024-07-26 · How I Built This with Guy Raz · BONUS: Brand Building Live at Cannes Lions · IDENTIFIED FROM THE TRANSCRIPT
“All right, I want to ask you about one more case study before we move on to how this applies to today, which it does in many ways, but Downey Fabric Softener I mean, it's amazing how many iconic products PNG owns and sort of has put out into the world. Downy fabric softener, particularly in Latin America, was in decline. And you wanted to figure out what was going on. And so presumably you start to talk to the people who use it most”
2024-07-26 · How I Built This with Guy Raz · BONUS: Brand Building Live at Cannes Lions · IDENTIFIED FROM THE TRANSCRIPT
“Essentially, you introduced this pampers phases product line. And so as a parent, you go to the grocery store and you see zero to three months, three to six. And that's a game changer. Yeah.”
2024-07-26 · How I Built This with Guy Raz · BONUS: Brand Building Live at Cannes Lions · IDENTIFIED FROM THE TRANSCRIPT
“So we said a what if we can be a help to that? Because by the way, we had people in almost every hospital in the world sampling pampers when the baby is born. Often it was the mother's first conversation which was with one of our samplers. We were doing nothing with that. So we said, what if we could be the parent's advocate for babies development and we could stand for that? And what happened is, I mean, to make a very long story short, that idea caught fire around the world. We united the Pampers global team. And within about 12 years, this was a big brand when we started, PNG's biggest brand. We tripled our revenue and improved the profitability and set an example, frankly, for PNG corporately.”
2024-07-26 · How I Built This with Guy Raz · BONUS: Brand Building Live at Cannes Lions · IDENTIFIED FROM THE TRANSCRIPT
“It's important We spent a lot of time with parents, a lot of time with parents, and about what's important to them, it's the same as the Jiff Peanut Butter lesson. And obviously what's important to a parent is their physical, social, psychological development of their babies”
2024-07-26 · How I Built This with Guy Raz · BONUS: Brand Building Live at Cannes Lions · IDENTIFIED FROM THE TRANSCRIPT
“I mean, what was the problem? Pampers was, I mean, the assumption is it's diapers, right? And so what do diapers do? They keep babies dry. Like that's how you would mark it. That's important product. But that wasn't what was resonating with parents.”
2024-07-26 · How I Built This with Guy Raz · BONUS: Brand Building Live at Cannes Lions · IDENTIFIED FROM THE TRANSCRIPT
“Well, guy, I was working in the Czech Republic at the time, and my boss's boss called me one day at work and said, I want you to be at the Lufthansa Lounge in the Frankfurt Airport that night. So I met him in the Lufthansa Lounge about 9 o'clock at night, and he said, Pampers is a bit of a shit show. And I'd like you to leave the Czech Republic and come here sort of immediately. And I want you to unite our team internally. Because Western Europe and North America were fighting each other. And I'd like you to unite the team and figure out a way to stand for something more meaningful for parents. And to try to reinvigorate this brand. By the way, Huggies had just entered Europe. And we're getting a lot of market share, and that was just not acceptable.”
2024-07-26 · How I Built This with Guy Raz · BONUS: Brand Building Live at Cannes Lions · IDENTIFIED FROM THE TRANSCRIPT
“All right, so another product that you work on this is again another example of immersion research, which is this time it's in Europe, I think it begins in Europe. This was in the late 90s, set the stage for us. Pampers was a leading diaper brand and a huge business for PNG. It's getting its butt kicked by huggies, right? You've got to rescue tasks to rescue Pampers to figure out what's going on. Huggies is just in the ascendant and Pampers is in the decline. What did you start to do? How did you start to learn about what you needed to do?”
2024-07-26 · How I Built This with Guy Raz · BONUS: Brand Building Live at Cannes Lions · IDENTIFIED FROM THE TRANSCRIPT
“We had record share, record sales, record profit. In fact, the company had an annual meeting every November with thousands of people gathered in the Coliseum in downtown Cincinnati. People came from around the world. They asked me and my team to go on stage at that meeting and tell our story about how we immersed ourselves with consumers, changed our plans, and designed a program that resonated emotionally and built a shared of record levels. And it's actually a lesson I've never forgotten.”
2024-07-26 · How I Built This with Guy Raz · BONUS: Brand Building Live at Cannes Lions · IDENTIFIED FROM THE TRANSCRIPT
“Well, Guy, I mean, we still made a better product. I mean, that's a very PNG value. You always want to have a demonstrably better product in your competitive set. So we still had a great product, but we thought if we could align with our values and if we could help in things that mothers and fathers and parents care about, we would have higher awareness, higher loyalty, and a stronger brand. And that's what happened.”
2024-07-26 · How I Built This with Guy Raz · BONUS: Brand Building Live at Cannes Lions · IDENTIFIED FROM THE TRANSCRIPT
“And what happened? I'm assuming Skippy, Peter Pan are the competitors, you've got Jiff and this campaign, what was the result?”
2024-07-26 · How I Built This with Guy Raz · BONUS: Brand Building Live at Cannes Lions · IDENTIFIED FROM THE TRANSCRIPT
“At the time, I think right before, Jiff had a slogan, and that was something kind of not. But essentially, you said, let's bring that back.”
2024-07-26 · How I Built This with Guy Raz · BONUS: Brand Building Live at Cannes Lions · IDENTIFIED FROM THE TRANSCRIPT
“And you know what we heard you would hear today education are schools. So we formed an alliance with parent-teacher organizations around the country and we aligned our sales with funds that we would give them to improve their schools. And it was a massively successful program.”
2024-07-26 · How I Built This with Guy Raz · BONUS: Brand Building Live at Cannes Lions · IDENTIFIED FROM THE TRANSCRIPT
“And so we said, we've got to go deeper, and we've got to be sort of a parenting advocate, and we've got to talk about nutrition and lunches, and we have to think about other flavors and make it even more nutritional. We have to talk to our farmers. So we did a lot of immersive research.”
2024-07-26 · How I Built This with Guy Raz · BONUS: Brand Building Live at Cannes Lions · IDENTIFIED FROM THE TRANSCRIPT
“What we were kind of pioneers within PNG, we kind of had a staff meeting and we said, you know, if we just try to sell peanut butter, we're going to trade share with Peter Pan and Skippy, remember them”
2024-07-26 · How I Built This with Guy Raz · BONUS: Brand Building Live at Cannes Lions · IDENTIFIED FROM THE TRANSCRIPT
“You've written a few books, and one of the things that you write about is something that you really got into early in your career, which was immersion research. And we're going to talk a little bit more about this over the course of our conversation because I think it's critical. And one of the first places that you sort of tried this out was with peanut butter. You were assigned GIF.”
2024-07-26 · How I Built This with Guy Raz · BONUS: Brand Building Live at Cannes Lions · IDENTIFIED FROM THE TRANSCRIPT
“You know, we got off to a really fast start. We built out a national expansion. We built a factory. And we expand it, and honestly, we were crushed guy. It was my first big failure at PNG. We underestimated our competition and we underestimated the consumer's desire for massive variety in cookies. And we had like five flavors of chocolate chip. So we ended up exiting the business It was not our specialty thinking we could come in there and these established baking companies and take away 25 share. Forget it.”
2024-07-26 · How I Built This with Guy Raz · BONUS: Brand Building Live at Cannes Lions · IDENTIFIED FROM THE TRANSCRIPT
“And how do they do it? I mean, your biggest competitor at the time was Keebler, right? They were doing soft batch cookies. I remember those as a kid. I loved all any cookie I could get my hands on. How did you do against your competitors?”
2024-07-26 · How I Built This with Guy Raz · BONUS: Brand Building Live at Cannes Lions · IDENTIFIED FROM THE TRANSCRIPT
“Yeah, I was a kid. I mean, I was 28 years old. I came into PNG and they said here's $60 million. We want you to put this cookie in the hands of every person in America over the summer. So I had to work with the post office, refrigerate at truck companies, and design a program where every person in America tried them.”
2024-07-26 · How I Built This with Guy Raz · BONUS: Brand Building Live at Cannes Lions · IDENTIFIED FROM THE TRANSCRIPT