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

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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, ...
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Overview


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.
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Editorial Reviews

The Economist
Rising Tide is a readable account of P&G's...success at inventing and sustaining a vast range of brands in markets
July 24, 2004
Publishers Weekly
This volume, by a history professor (Olegario) and two partners at a consulting firm, chronicles Procter & Gamble's development, particularly how the company has long emphasized development and marketing of products that can dominate categories. Sanctioned by P&G, which provided the authors access to archives, this detailed tome is an exhaustive record from P&G's founding in 1837 and first growth spurt as a candle and soap supplier to soldiers during the Civil War through today's innovations in an increasingly competitive marketplace. Before delving into the history, the authors briefly discuss five principles that define the company, including an emphasis on consumer brands and a willingness to experiment. The minutiae included in this book is occasionally tedious, but the profiles of product launches are both appealing and informative. The discussion of fluoride encompasses a look at tooth decay: "Today, it is difficult to imagine just how bad the problem of tooth decay was in the first half of the twentieth century. Most people were afflicted, and the most common treatment was the painful extraction of the affected teeth." Furthermore, the sections on toxic shock (product difficulties) and global expansion (business challenges) are particularly insightful. This is a solid company history that will appeal to a wide audience including MBA students, employees at P&G's rivals and others in advertising, marketing and consumer products businesses. (July) Forecast: This book is an excellent counterpoint to 1993's Soap Opera: The Inside Story of P&G by Alecia Swasy. Copyright 2004 Reed Business Information.
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Product Details

  • ISBN-13: 9781591391470
  • Publisher: Harvard Business Review Press
  • Publication date: 7/28/2004
  • Pages: 400
  • Product dimensions: 6.46 (w) x 9.56 (h) x 1.33 (d)

Meet 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.
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Table of Contents

Preface and Acknowledgments vii
Prologue: Eras and Themes in the Evolution of Procter & Gamble 1
Part I Foundations, 1837-1945
1 Getting Started, 1837-1890: Procter & Gamble in the Commodity Era 11
2 From Commodities to Consumer Goods: Ivory and the Birth of the Brand 23
3 Assembling the Elements of the Enterprise, 1890-1945 43
4 Science in the Washing Machine: The Story of Tide 67
Part II The Science and Selling of Everyday Products, 1945-1980
5 An Explosion in Consumer Products 87
6 Procter & Gamble Reinvents the Paper Products Business 119
7 Crest: A Therapeutic Breakthrough in Oral Care 141
8 Learning from Augusta, Lima, and Albany 159
Part III Going Global, 1980-1990
9 Competition and Global Expansion 179
10 Learning to Compete in Japan 211
11 The Diaper Wars 229
12 En Rio Revuelto: Finding the Formula in Mexico and Latin America 241
13 Pantene: Building a Global Beauty Brand 261
Part IV Competing in a Shrinking World: Procter & Gamble Since 1990
14 Reshaping Procter & Gamble 281
15 Rewriting the Rules: Reconfiguring the Supply Chain 311
16 Winning in the White Space: Procter & Gamble in Central and Eastern Europe and Russia 327
17 Ivory, Crest, and Olay: Redefining the Boundaries of the Brand 345
18 Prescription for Growth in Health Care 365
19 Challenges in China 385
Epilogue: Principles of Brand Building 405
Appendixes
1. Graphical Timeline Prepared by P&G Corporate Archives 414
2. Financial Results Summary, 1929-2003 418
3. Selected Brand Introduction Dates 421
4. Procters, Gambles, and the Leaders of Procter & Gamble, 1837-Present 427
Notes 429
Index 455
About the Authors 467
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