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P&G to lay off 1,600 after discovering it's free to advertise on Facebook
Jim Edwards. Reality appears to have finally arrived at Procter & Gamble, the world's largest marketer, whose $10 billion annual ad budget has hurt the company's margins.P&G said it would lay off 1,600 staffers, including marketers, as part of a cost-cutting exercise. More interestingly, CEO Robert McDonald finally seems to have woken up to the fact that he cannot keep increasing P&G's...
Co-branding: Is it right for you?
Allen Adamson. Pick up any newspaper these days, and more than likely, you'll read yet another story--if not dozens--about two brands jumping into relationship mode. Not simply of the promotional "Happy Meals" variety, but of the "mating for life" sort."Co-branding," as it's called, is running rampant with no apparent signs of slowing, even given the cautious economic forecast. In fact, the need f...
Inside Procter & Gamble's digital revolution
Michael Chui. Robert McDonald is a CEO on a mission: to make Procter & Gamble the most technologically enabled business in the world. To get there, the 31-year company veteran and former US Army captain is overseeing the large-scale application of digital technology and advanced analytics across every aspect of P&G's operations and activities - from the way the consumer goods giant c...
Branditecture
Felix Stockle. Architecture and space play in the design and brand management an increasingly important role. The focus is on the target is to reach coherent and congruent brand experience for all relevant groups. This does not, however, without consummating a cross-disciplinary blend of architecture, interior design, graphic and objectivity. This idea of an entire work can still be found alr...
The golden rules of global brand management
Lori Gross. When we wanted to learn more about managing a global brand we turned to Lori Gross, executive client director of global oral care in the Cincinnati office of Landor Associates. With almost 20 years of branding experience, Lori works closely with Procter & Gamble's oral care team to develop the global oral care strategy, including consumer segmentation, brand architecture, portfolio...
Facebook is killing the website
Jay Baer. The game used to be relatively simple. Build a website. Make it useful and at least moderately pleasing to the eye. Keep it updated. Make your content at least semi-friendly for search engines. Bingo! A digital marketing success story.Not now. Like print newspapers, basketball players under 6 feet tall, and the McRib sandwich, the website as we know it will soon be a thing of the past ...
You're only as strong as your weakest brand touchpoint
Scott Davis. After years of paying lip service to the importance of marketing while engineering and design ruled the roost, technology companies are learning that maybe they need to be more like other businesses after all. The "build it and they will buy" mentality that once prevailed is rapidly falling by the wayside as tech products become less differentiated and increasingly commod-itized, with...