IP InterviewPublished May 22, 2020
Building Brands: Lessons From 16 Years at P&G
inpractise.com/articles/building-brands-dominique-touchaud
Executive Bio
Dominique Touchaud
Former Associate Brand Director - Fabric Care at P&G
Why is this interview interesting?
- P&G's approach to building brands: the brand equity pyramid, customer obsession, and "marketing from the street, not from your office"
- P&G brand strategy pillars: owning the #1 and #2 benefits in a category
- Brand transformation case study: Pampers
- How brands get broken: the case of failing to innovate
- How brand marketing is changing - performance vs brand advertising
- Examples of the traditional approaches to brand equity and brand building that still matter and how these should be used in conjunction with new marketing channels and techniques
Interview Transcript
Disclaimer: This interview is for informational purposes only and should not be relied upon as a basis for investment decisions. In Practise is an independent publisher and all opinions expressed by guests are solely their own opinions and do not reflect the opinion of In Practise.
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