Rising Tide: Lessons from 165 Years of Brand Building at Procter and Gamble

Rising Tide: Lessons from 165 Years of Brand Building at Procter and Gamble




This work features the history of brand innovation at Procter & Gamble, one of the most successful consumer goods companies in the world. A fascinating history of household brands from Ivory to Crest, and Pringles to Cascade, this book unlocks the secrets of longtime success of dozens of superstar brands that we've grown accustomed to choosing for decades. It offers practical advice. Case study sections offer lessons in: business reinvention, building new markets and capabilities, leadership transformation, brand excellence, and general management.

Product Details

ISBN-13: 9781591391470
Publisher: Harvard Business Review Press
Publication date: 07/28/2004
Pages: 400
Product dimensions: 6.50(w) x 9.50(h) x (d)

About the Author

Davis Dyer is a Founding Partner, and Frederick Dalzell is a Partner, in the Winthrop Group, Inc. Rowena Olegario is Assistant Professor of History at Vanderbilt University.

Table of Contents

Preface and Acknowledgmentsvii
Prologue: Eras and Themes in the Evolution of Procter & Gamble1
Part IFoundations, 1837-1945
1Getting Started, 1837-1890: Procter & Gamble in the Commodity Era11
2From Commodities to Consumer Goods: Ivory and the Birth of the Brand23
3Assembling the Elements of the Enterprise, 1890-194543
4Science in the Washing Machine: The Story of Tide67
Part IIThe Science and Selling of Everyday Products, 1945-1980
5An Explosion in Consumer Products87
6Procter & Gamble Reinvents the Paper Products Business119
7Crest: A Therapeutic Breakthrough in Oral Care141
8Learning from Augusta, Lima, and Albany159
Part IIIGoing Global, 1980-1990
9Competition and Global Expansion179
10Learning to Compete in Japan211
11The Diaper Wars229
12En Rio Revuelto: Finding the Formula in Mexico and Latin America241
13Pantene: Building a Global Beauty Brand261
Part IVCompeting in a Shrinking World: Procter & Gamble Since 1990
14Reshaping Procter & Gamble281
15Rewriting the Rules: Reconfiguring the Supply Chain311
16Winning in the White Space: Procter & Gamble in Central and Eastern Europe and Russia327
17Ivory, Crest, and Olay: Redefining the Boundaries of the Brand345
18Prescription for Growth in Health Care365
19Challenges in China385
Epilogue: Principles of Brand Building405
1.Graphical Timeline Prepared by P&G Corporate Archives414
2.Financial Results Summary, 1929-2003418
3.Selected Brand Introduction Dates421
4.Procters, Gambles, and the Leaders of Procter & Gamble, 1837-Present427
About the Authors467

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