Brand Management in the Age of the Connected Consumer

It’s not surprising that Procter & Gamble pioneered the discipline of Brand Management, but what you may not know is the reason. In the 1930s, as P&G entered single categories with multiple products it became apparent that for each to succeed a new model was needed to focus resources on supporting individual brands; absent this shift, products without clear differentiation competed for both internal marketing resources and customers.(more…)