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

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. Procter & Gamble is one of the world's largest and most influential companies -- the maker of numerous billion-dollar brands that have helped shape the way millions of people live today. Brands like Tide, Crest, Ivory, and Pampers have become household names in modern consumer culture -- and legends in the annals of brand-building history. Yet the full story behind P&G's remarkable growth and success has never been told.Rising Tide tells the fascinating tale of P&G's 165-year journey: how it grew from a two-man soap and candle maker in 1837 into a $40 billion global brand powerhouse, employing over 100,000 people in 80 countries. As it charts that journey, the book reveals the principles and practices of brand building P&G-style: how the company learned -- through trial, error, and breakthrough successes -- to consistently anticipate and satisfy consumer needs.Based on unprecedented access to P&G's corporate archives and exclusive interviews with key executives and employees, Davis Dyer, Frederick Dalzell, and Rowena Olegario vividly recount the key events and episodes that stimulated P&G's learning about brand building. From the birth and evolution of brand giants like Ivory, Tide, and Crest to lessons learned from product disasters like Olestra, and from intense global competition to the diaper wars, Rising Tide reveals insightful lessons about product innovation, global expansion, leadership transformation, business reinvention, and brand building. From a powerful belief in doing the right thing to an unparalleled passion for winning to a laserlike focus on consumer needs, the authors distill the powerful arsenal of branding principles P&G has built over the years.A compelling and candid account of hard-won, sustained success, Rising Tide is also a strategic guide -- taken straight from the playbook of the brand master -- to delivering superior consumer value. Rising Tide Tells The Tale Of P & G's 165-year Journey: How It Grew From A Two-man Soap And Candle Maker In 1837 Into A $40 Billion Global Brand Powerhouse, Employing Over 100,000 People In 80 Countries. As It Charts That Journey, The Book Reveals The Principles And Practices Of Brand Building P & G-style: How The Company Learned - Through Trial, Error, And Breakthrough Successes - To Consistently Anticipate And Satisfy Consumer Needs.--jacket. Getting Started -- From Commodities To Consumer Goods -- Assembling The Elements Of The Enterprise, 1890-1945 -- Science In The Washing Machine -- An Explosion In Consumer Products, 1945-1980 -- Procter & Gamble Reinvents The Paper Products Business -- Crest: A Therapeutic Breakthrough In Oral Care -- Learning From Augusta, Lima, And Albany -- Competition And Global Expansion, 1980-1990 -- Learning To Compete In Japan -- The Diaper Wars -- En Río Revuelto -- Pantene -- Pringles And Perseverance -- Reshaping P&g -- Rewriting The Rules -- Winning In The White Space -- Ivory, Crest, And Olay -- Prescription For Growth In Health Care -- Challenges In China. Davis Dyer, Frederick Dalzell, Rowena Olegario. Includes Bibliographical References (p. 429-453) And Index. "Rising Tide tells the tale of P&G's 165-year journey: how it grew from a two-man soap and candle maker in 1837 into a $40 billion global brand powerhouse, employing over 100,000 people in 80 countries. As it charts that journey, the book reveals the principles and practices of brand building P&G-style: how the company learned - through trial, error, and breakthrough successes - to consistently anticipate and satisfy consumer needs."--BOOK JACKET.