On May 13, 1931, Neil H. McElroy, a young ad man working at Proctor
and Gamble, wrote a 3 page memo to management related to his
frustration with trying to promote P&G's Camay soap not only against
rival brands but against the company's own Ivory soap. In it he
outlined his ideas about product differentiation in which he
submitted that each brand should be managed separately and that
each should have it own unique selling propositions that did not
conflict with other brands. And so, as P&G management took his ideas
to heart, brand management was born. And it has been adopted by every
company in the consumer industry since.
When customers think of your brand, they see your promise that a
certain quality of experience will continue to be present whenever
they return to that brand in the future. If this expectation is met on
a consistent basis it could mean market dominance for your product.
More than that, it could provide a significant foothold that allows
similar products to be launched into welcoming arms.
To keep your promise takes more than good intentions. It takes a solid
system that makes sure that what you did to impress the consumer the
first time keeps happening every time after that. And such a system
requires careful design, implementation and management.
This means managing your organization's capabilities. Processes that
are capable of delivering what is required need to be established and
controlled. And motivated people who are willing and able to deliver
the goods need to be groomed. At the end of the day, it's about enabling
a consistent experience that is monitored with an eagle eye to make
certain your consumer is never disappointed.
Your brands are safe in our hands as we mould your system to make sure
that they are fully supported through all functions of your
organization, whether it's market research, promotions or devising a
new vision for a brand. We are focussed on carrying the essence of the
brand to the consumer and winning market share through their favourable
perception of your products.