Monday, August 4, 2014

P&G Trims The Brand Fat

Last week, Procter & Gamble announced that it will be divesting around 100 of its lesser known (or purchased) brands in order to refocus on the most successful ones.

Although this may sound like a company going backward, I wholeheartedly believe this move will prove to be a giant leap forward.  This is hard evidence of a stronger brand strategy that will create more defined brands for customers instead of confusing them with overlapping brands with murky brand positions.  It appears that P&G's leadership has realizes that playing the chasing growth outside of its core will ultimately land them out of position to grow within it.   

I've argued for a long time that adding brands and brand extensions would catch up with P&G.  It creates more noise and kills the meaning of a brand.

A brand diet will be healthy thing for P&G. 

As always, I'd love to hear your thoughts on this topic and any other interesting marketing-related musings.

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