P&G Trades Marketing for Brand Management
Did you know that The Procter & Gamble Company (P&G) claims to have originally invented concepts such as a brand, brand management, and even the Soap Opera, that was originally designed to showcase its soap powders on TV? Over the years, the company has consistently remained at the cutting edge of marketing, always finding new and exciting ways of connecting with and reaching consumers.
To that end, as of July 1, 2014, hundreds of marketing directors and associate marketing directors at P&G will officially become brand directors and associate brand directors, reported Adage. The change is part of an organizational redesign that P&G announced in February 2014, wherein the marketing organization becomes "Brand Management" with "single-point responsibility for the strategies, plans and results for the brands," a P&G spokeswoman said in an e-mail to Adage.
She elaborated that eliminating marketing from the title and the organization doesn't really mean marketing is a thing of the past. Rather, it's meant to signify the broader purview of marketing directors and the organization they are a part of now.
Brand Management at P&G now encompasses four functions — including, of course, brand management (formerly known as marketing), consumer and marketing knowledge (a.k.a. market research), communications (known as public relations at some companies and up until a couple of years ago as external relations at P&G), and design (known as design pretty much everywhere, except where it's called visual brand identity and such).
P&G's Brand Management organization will be housed within its global business units rather than parts residing in reconfigured regional units.
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To that end, as of July 1, 2014, hundreds of marketing directors and associate marketing directors at P&G will officially become brand directors and associate brand directors, reported Adage. The change is part of an organizational redesign that P&G announced in February 2014, wherein the marketing organization becomes "Brand Management" with "single-point responsibility for the strategies, plans and results for the brands," a P&G spokeswoman said in an e-mail to Adage.
She elaborated that eliminating marketing from the title and the organization doesn't really mean marketing is a thing of the past. Rather, it's meant to signify the broader purview of marketing directors and the organization they are a part of now.
Brand Management at P&G now encompasses four functions — including, of course, brand management (formerly known as marketing), consumer and marketing knowledge (a.k.a. market research), communications (known as public relations at some companies and up until a couple of years ago as external relations at P&G), and design (known as design pretty much everywhere, except where it's called visual brand identity and such).
P&G's Brand Management organization will be housed within its global business units rather than parts residing in reconfigured regional units.
To read this article in its entirety, click here.