• by Karl Greenberg , Staff Writer, October 17, 2008

Lesson Two: Engage your heart and mind in everything you do.  We need balance. "Too often as industry we approach everything with head not heart. we often talk within P&G of personal relationship as a metaphor for marketing.  How many of us internalzie that and apply it to how we approach business and customers."

Stengel, brought in audience participation:  What's characteristic of great relationship: trust, respect, love, humor, were some of the responses.  "If we thought about everything we do in marketing, if they all tried to emenate from this idea of great relationship we would do and measure things differently.

Apple as example:  they reach out with things like "Genius Bar" , or Amazon, which sells second hand books, reviews, advice.  Or Southwest Airlines, committed to service, friendliness, wit and humor.  "I can tell you, we do an awful lot of equity ananlysis, we try to get what drives market share, and what we find with strongest brands is they have strength and competitive advanatage in emotional areas that drive brand."