June 24, 2008
How Long Can P&G Last?
Over on PSFK, Piers Fawkes wonders how long holding company brands can last in the age of authenticity. He says:
More and more consumers appear to be attracted to ‘real’ brands - brands with soul, history and substance - brands like Innocent Drinks or Method soap. These brands live because they reflect the values of the management and staff and the transparency generated by the web helps fuel the love of them.
Meanwhile over at P&G and Unilever brands appear to still be run from brand books by an army of brand managers who aren’t connected with the values each brand is supposed to contain. They sell faux brands that were created in an age of control - control of media and message.
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