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Gigi DeVault

Brand Building in a Digital World

By March 17, 2012

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Procter & Gamble is described as the world's largest advertiser, with brand management covering an huge portfolio of products. So, naturally, it makes sense that P&G would expend some of its research on ways to reduce their advertising spend. Marc Pritchard, Procter & Gamble's Marketing Chief, is charged with making that happen. His take, "It's the most exciting time to be a marketer."

From the company that gave the marketing discipline brand management and field research, market researchers can expect to see the long tradition of innovation at Procter & Gamble continue.

Procter & Gamble typically conducts Signal P&G events at the Cincinnati headquarters. Signal P&G is a day-long conference organized by Federated Media that focuses on brand building in a digital world. For a run down on the power of digital brand building, check out this backstage interview with Dave Knox, Co-Founder of The Brandery and CMO of Rockfish. The Brandery is a top-10 seed stage consumer marketing venture accelerator located in Cincinnati, Ohio, home to Procter & Gamble, Macy's, Kroger, and seven other Fortune 500 companies.

The message that Knox conveyed is clearly that marketers must ramp up their external-focus and tune in to consumer voices. While marketing may be more difficult now that consumers are in the driver's seat, the opportunity for companies to create products that truly meet consumer needs is more developed than it has been for some time.

Did you read about the Frebreze launch in The New York Times? What do you think about Procter & Gamble's re-branding of a product that consumers clearly did not get?


June 11, 2012 at 12:44 am
(1) reader says:

Too late for rebranding of Febreeze. They should have done it when they originally launched the brand. Now no matter how hard P&G tries to reposition this brand it is impossible to change the sooo well established position in consumer’s mind. Too band they wasted the money. Everyone knows what Febreeze is. It is a nice smelling liquid you spray on your couch, bed or any fabric when yo want to get this nice smell. What does it have to do with time anyway??? Absolute absurdity. P&G is only complicating matters, and this is only going to hurt them. My suggestion keep your brand strong by focusing what it is and what P&G started with. I

June 14, 2012 at 8:32 pm
(2) marketresearch says:

Hello Reader,

Thanks for your thoughtful post. Interestingly, Febreeze and its spin-off products — air fresheners called Air Effects, plug-in oils called Noticeables, and scented disks called Set & Refresh, as well as odor eliminating candles and air fresheners to use in cars — are selling well. I think keeping a brand strong through a consistent and uncomplicated message– if the brand is doing well — is great advice, just as you have said. But if the brand is not doing well, to be able to convert to products that do have appeal is a masterful marketing stroke.

I would be curious to know if other members of your family or friends are using Febreeze products. I know some of mine do.

Thanks for commenting and check back soon.
Gigi DeVault
Guide to Market Research

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