Season 3 Episode 1
How Brands Can Stay Authentic in a Crowded Market with Paolo Narag

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RESOURCES   ❯   The Marketing Rapport Podcast

Episode Summary

In this episode of The Marketing Rapport, host Tim Finnigan sits down with Paolo Narag, Global Brand Director at Procter & Gamble, Gillette, to discuss the evolving role of authenticity in branding. Paolo shares how understanding the “why” behind consumer behavior—social, functional, and emotional—can drive innovation and deeper connections with customers. He emphasizes the importance of staying consumer-centric and using data to enhance, rather than overshadow, human insights.

Paolo also highlights how Gillette integrates authenticity into product development by starting with real-world context. He explains how AI tools complement qualitative research, allowing teams to iterate and accelerate while maintaining the brand’s core identity. The conversation touches on how blending technology with personal observation ensures marketing efforts remain grounded in consumer needs.

Tim and Paolo reflect on the power of storytelling, the role of brand benefits, and the importance of staying bold without losing sight of a brand’s identity. Paolo shares lessons from past campaigns and previews what’s ahead for 2025.

Guest-at-a-Glance

Key Insights

• • Balancing Data with Human Insights
    Paolo Narag explores how brands can avoid getting overwhelmed by data by focusing on the human experience. While AI and analytics provide valuable insights, Narag emphasizes the importance of starting with a deep understanding of consumer behavior. Observing real-life grooming habits, for example, allows Gillette to develop products that align with consumer needs. Narag explains that asking “why” consumers behave a certain way—socially, functionally, and emotionally—leads to stronger product innovation and authentic brand connections. By balancing quantitative data with qualitative insights, brands can create solutions that resonate deeply with their audience.

• • Authenticity and the Consumer
    Narag highlights Gillette’s shift in product development, beginning at the point of purchase. Instead of starting with R&D and filtering down to consumer insights, his team designs products with the shelf in mind, where 80% of buying decisions happen. By replicating real-world shelf environments, Gillette ensures packaging and design stand out in the moment of choice. This consumer-first approach strengthens authenticity and improves engagement.

• AI as a Tool, Not a Replacement
  Paolo Narag clarifies the role of AI in modern marketing, positioning it as a tool to enhance creativity rather than replace human insight. He explains that while AI models consumer behavior and accelerates iteration, it relies on past data. Narag believes the evolving nature of human experience means marketers must guide AI to ensure campaigns reflect authentic, real-time consumer needs. This approach ensures AI complements storytelling, keeping brands innovative yet grounded in human connection.

Episode Highlights

Shaping Authenticity Through Consumer Connection
Timestamp: [00:04:00]

Paolo Narag discusses how Gillette’s authenticity stems from continuous engagement with consumers at a personal level. By observing grooming routines in real-life settings, Narag’s team uncovers valuable insights that surveys or data models might overlook. This hands-on approach allows them to better understand subtle behaviors, ensuring products align with actual consumer needs. Narag emphasizes that authentic brands prioritize human connection over data alone, blending observation with innovation.

“If you go into the bathroom and see how a guy is shaving their beard or face, you’ll notice things that they won’t even be able to tell you why they’re doing it. And so if you can start out by being consumer-centric… you’ll get a better understanding of the consumer and you won’t get bogged down by the data in that way.”

Reframing Product Development for the Shopper’s Experience
Timestamp: [00:08:00]

Narag highlights Gillette’s evolution from traditional product design methods to a consumer-first strategy. Recognizing that 80% of decisions are made at the point of purchase, Gillette now focuses on developing packaging and designs rooted in real-world interactions. This approach ensures products connect with consumers in their natural shopping environment, boosting visibility and purchase appeal. Narag emphasizes how grounding innovation in real-life contexts creates stronger consumer connections and helps brands thrive in competitive markets.

“Now, what we’re doing is asking, ‘How do we build products starting with real-world experience?’ Because 80 percent of decisions in our category happen during the shopping journey. How can we adapt our product design to fit seamlessly into this context?”

The Role of Storytelling in Brand Longevity
Timestamp: [00:15:00]

Narag highlights storytelling as a critical component of maintaining Gillette’s brand relevance. He explains how weaving human experiences into campaigns—like fathers teaching sons to shave—creates emotional resonance and reinforces brand loyalty. Narag shares that authentic storytelling aligns with brand identity, ensuring campaigns reflect the values and experiences of their consumers. This emotional connection fosters long-term engagement and helps iconic brands like Gillette stay fresh.

“You’ll always see us emphasizing the act of grooming because at the end of the day, that is what Gillette does. And at the end of the day, that is inherent to a guy’s identity.”

Learning from Missteps in Branding
Timestamp: [00:23:00]

Narag reflects on the lessons learned from Gillette’s 2019 Toxic Masculinity campaign. While the intent was to spark social dialogue, the messaging missed the mark by not aligning closely with Gillette’s core brand benefits. Narag underscores the importance of anchoring bold campaigns in a brand’s identity and ensuring they empower rather than alienate consumers. He notes that while consumers forgive boldness when it feels authentic, they remember when it doesn’t. This reflection illustrates the importance of brand self-awareness in marketing strategies.

“Consumers forgive boldness when it comes across as authentic, but when it doesn’t, they don’t forget it. It’s important for us to remain bold, but also to stay true to the brand identity and benefit.”

Top Quotes

[00:06:00] Paolo Narag: “If you go into the bathroom and see how a guy is shaving their beard or face, you’ll notice things that they won’t even be able to tell you why they’re doing it. And so if you can start out by being consumer-centric… you’ll get a better understanding of the consumer and you won’t get bogged down by the data in that way.”

[00:13:00] Paolo Narag: “Consumers forgive boldness when it comes across as authentic, but when it doesn’t, they don’t forget it. It’s important for us to remain bold, but also to stay true to the brand identity and benefit.”

[00:08:00] Paolo Narag: “Now, what we’re doing is how do we build products starting at the shelf? Because 80 percent of our category, 80 percent of the decisions are on the shelf. How can we put our product design in the real-world context?”

[00:10:00] Paolo Narag: “AI is an incredible tool, but it is just a tool. AI is based on past data, and as long as we continue to evolve, there’s always going to be new data. You still need a human being to do that with another human being.”

[00:15:00] Paolo Narag: “You’ll always see us emphasizing the act of grooming because at the end of the day, that is what Gillette does. And at the end of the day, that is inherent to a guy’s identity.”