Alan Lafley, CEO, Procter & Gamble
Consumer expectations are changing. Consumers used to "lean back" - as passive recipients of one-way broadcast messages. Today, consumers "lean forward." They want a conversation, to dialogue, to participate, to be more in control. Consumers expect more personal attention - communication, products and services that are tailored to their wants and needs. Consumers will expect customization, so products and services reflect their unique wants and needs. Marketing is being redefined. We're going from one-dimensional, product-myopic marketing to three-dimensional marketing - that offers better solutions - product and/or service solutions - more delightful experiences - shopping, usage, total brand experiences… and the opportunity for on-going relationships - meaningful relationships between an individual and his or her brand.
