P&G's Marc Pritchard, showing P&G's "Proud Sponsor of Moms," the company's cross-brand Olympic sponsorship program, said the company's "key disciplines" have been combined, while brand
building has moved to what he calls a broader "What it means to touch peoples' lives."
He said brands have to change their view of who their customers are. "It's a shift from marketing to
customers, a change in the the definition to who we serve, and target them as people."