• Brandweek, Monday, April 13, 2009 11 AM

In a far-ranging interview with Elaine Wong (who'd have thunk that he talks every day with five grade-school classmates, or that his all-time-favorite P&G ad is Pamper's "Peace on Earth"), retired Procter & Gamble global marketing officer Jim Stengel, 53, talks about what's been keeping him busy over the last six months.

Besides consulting to companies on products that don't compete with P&G's, Stengel is writing Packaged Good, which will be published next year. It will examine how successful brands "do marketing differently and derive principles from that," he says. Graduate students at UCLA are competing to help develop a marketing plan for the book so it has maximum social impact.

Stengel believes that two big trends will present the biggest challenges and opportunities to marketers going forward: "1. Increased acceptance of retailer and private label brands; and 2. adding digital to the branding model."

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