Relationships are tricky, and those between brands and consumers are no exception. In this conversation, Diana Marszalek speaks with P&G Ventures communications head Lauren Thaman and imre executive creative director Patrick “Sully” Sullivan about the complexities of striking the right tone in consumer communications, particularly at a time when people want greater corporate purpose but also are seeking a break from it all.Topics covered: 00:55 What is brand belief? 02:20 The brand belief discovery process 05:29 Balancing brand purpose with brand levity 09:43 Defining the creative process 14:01 Working with entrepreneurs on the creative process16:56 Creativity across disciplines 19:48 How 'being cancelled' can be a win22:38 How do you measure creativity
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