Posted by Dale Buss on March 16, 2012 01:19 PM
If the path Procter & Gamble is pursuing in turning hard toward digital marketing is reminiscent of another recent, major strategic shift for the CPG giant, that's because company executives are deliberately borrowing from that model. More than a decade ago, P&G shook up the corporate world by opening up to outsiders for ideas for innovations in the products and features that make up its brands, in an initiative that came to be called Connect + Develop.
And now P&G is doing something similar for its digital-marketing push. "We want to leverage the knowledge and power of everyone we can" in accelerating investments in digital communications and marketing, Alex Tosolini, P&G's vice president of e-business, told brandchannel. Indeed, if members of the marketing and advertising community have "wonderful ideas" for digital plays, he said, "Please come to us and we'll be open to co-innovating with you."Continue reading...
Posted by Shirley Brady on October 19, 2011 08:55 AM
Apple reports China as its second-largest market by sales after US. Apple stores will close for a few hours today for an employees-only memorial webcast celebrating Steve Jobs' life.
Amazon's IMDb sued for disclosing actress' real age, while digital deal with DC Comics irks rivals.
Audi-Ford price gap is widest since 1999.
Bank of America is no longer America's largest bank.
Deezer to launch music streaming service in more than 100 countries.
Diageo triumphs in alcohol brand battle.
Disney battles environmentalists at parks, while fans crash website in search of princess dolls.Continue reading...
Posted by Barry Silverstein on November 18, 2010 12:30 PM
What better time to reinforce brand category leadership than during the holidays — especially if your brands are big holiday sellers.
That's the strategy behind a four-brand collaboration that brings together Diamond of California nuts, Nestle Toll House morsels, Nestle Carnation milks, and Glad plastic wraps. The partnership is built around baking, using nuts, morsels and milk as the primary ingredients to make holiday goodies that can then be shared or stored using food wrap and storage products.
The four brands are lending their names to a "Simply Delicious Holiday" promotion in the US that will be supported by national print, in-store displays, and an "interactive kitchen" housed at the website for Diamond Nuts, but featuring the other brand ingredients.Continue reading...