After reading the case study on Procter & Gamble (P&G), I was compelled to see the effect a brand has on their consumer’s personal way of life both directly and indirectly. This effect goes beyond what the brand has to offer. P&G has devised a means of turning brand’s corporate scale and reputation into a competitive advantage. P&G has also united its brands and categories under a big idea and for the first time, they stand for something special in the hearts of millions of people in the US. Now people to buy P&G products because they love what the brand stands for and they want to buy what the company makes.
Based on the case study provided to us, it is important that we simplify the ideology which states that “brands must employ to build emotional connections with their users.” This ideology is gotten from a human centric perspective. Brand Arc theory is originated from the principle which states that “there are specific milestones or feelings that arise for users along the branding journey, similar to other relationships.”
In this case study, P&G consumers had a positive reaction towards the “thank you mum campaign”. Almost every individual who experienced the campaign was profoundly moved by it. Based on the medias perspective such as Facebook and twitter, the intensely felt emotion changed one of the world's largest corporations into a brand with a huge heart.