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005 - The Power of the Brand with Aaron Keller & Marco Vriens
Manage episode 275528379 series 2813825
Contenido proporcionado por Nick Lipetzky and Kevin Griffith. Todo el contenido del podcast, incluidos episodios, gráficos y descripciones de podcast, lo carga y proporciona directamente Nick Lipetzky and Kevin Griffith o su socio de plataforma de podcast. Si cree que alguien está utilizando su trabajo protegido por derechos de autor sin su permiso, puede seguir el proceso descrito aquí https://es.player.fm/legal.
00:40 – Kevin and Nick welcome to the show, Aaron Keller and Marco Vriens who break down Proctor & Gamble’s success with brand management systems
08:15 – The significance and evolution of brand management systems
16:20 – How companies and brands should be adapting to their ever-evolving industries
24:35 – The influence a brand manager should have on an organization
28:15 – How brands can leverage innovation to survive the end of the ‘big product category’ era
35:40 – Kevin and Nick thank Aaron and Marco for joining the show
EPISODE QUOTES
“As your number of brands increase, and as your number of different products increase, managing becomes more complicated. And so, to keep that all straight and to manage that in a diligent way, really requires a very specific and well thought out brand management system.” (06:34)
“If you look back on it historically you gotta give them [P&G] kudos for having invented something – not just a product but the way of managing the product. You don’t refer to them as a product management approach, it’s a brand management approach. And they were able to not only exit from only thinking about product, but also evolve beyond just brand.” (11:02)
“P&G invented soap operas. So, if you think about the original content marketing, that was it right there. They created content for moms in the fifties to watch – watch soap operas – so they could have commercials around them. Brilliant, isn’t it?” (22:08)
“For me, the brand is really meant to be the translation to the consumer benefits and to make sure that your brand comes to mind first in the consumer’s mind. That is really the strategy that I think all brands should have.” (27:55)
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