Winning With the P&G 99

Instantly recognizable as the company behind such familiar products as Ivory soap, Tide detergent, and Crest toothpaste, Procter and Gamble is admired as one of the world's best-managed companies. Marketing training at PandG rivals that of an MBA degree, and Harvard Business School teaches PandG's brand-management system. Now, a former PandG marketing executive identifies ninety-nine practices and principles that fuel this $35 billion powerhouse--strategies for success in business and in life.

Introduction	p. 1
Guiding Principles	p. 9
The Consumer is Queen	p. 9
Trust the consumer	p. 10
Never try to fool the consumer	p. 12
Value is what the consumer says it is	p. 14
Find out what she wants and how she wants it	p. 17
Find out what she doesn't know she wants	p. 19
Listen carefully. It's easy to misunderstand the consumer	p. 21
Keep listening after the sale is made	p. 28
Build Superior Products	p. 30
Invest in innovation	p. 31
Err on the side of technology	p. 34
A product is only as good as it does	p. 36
The best is never good enough	p. 39
Create Unique Brands	p. 40
Consumers buy products, but they choose brands	p. 41
Be your own best enemy	p. 43
Gorilla brands are better than guerrilla brands	p. 46
Expand the benefit, but don't compromise the brand	p. 48
Manage each brand as a separate business	p. 50
Maintain a Long-Term View	p. 52
A brand can't stand still	p. 52
Promote from within	p. 54
Build enduring company-to-company relationships	p. 55
Build long-term profit	p. 58
The PandG Culture	p. 63
Beliefs	p. 64
Do the Right Thing	p. 64
Strategic thinking is a way of life	p. 68
Winning is everything	p. 71
Know all that is knowable	p. 73
Find the action in the data	p. 74
Opinions don't count	p. 75
Truth has its own rhythm and harmony	p. 76
Capitalize on your mistakes	p. 76
Keep commitments	p. 78
God is in the details	p. 80
Think sideways	p. 81
Expect the unexpected	p. 84
Rituals: Memos and Meetings	p. 85
Nothing happens unless it's on paper	p. 85
The memo is a template for strategic thinking	p. 87
The memo exposes flawed thinking--or burnishes brilliant thinking	p. 92
If you can learn to write a PandG memo, you can learn how to think	p. 93
A good memo is transparent	p. 97
When a meeting is absolutely necessary, handle it like a memo	p. 98
Passing on the Tribal History	p. 102
The teaching hospital of packaged-goods marketing	p. 102
The annual powwow	p. 104
Managing for Success	p. 105
Preserve the Core	p. 106
Find the principle	p. 106
Honor your people	p. 108
Recruit the best people	p. 110
Be a good coach	p. 111
Make everyone a leader	p. 113
Penetrate the business	p. 116
Reward real performance, not just results	p. 117
Keep succession planning on a short leash	p. 118
Stimulate Progress	p. 120
Organize to nurture new ideas	p. 120
Don't think outside the box. Change the box	p. 123
Different styles for different times	p. 130
Think Global, Act Local--and Vice Versa	p. 133
Think Global	p. 135
Capitalize on the opportunities of a shrinking world	p. 135
Create global brands	p. 136
Japan: the global cornerstone	p. 139
The China strategy: 1.2 billion people can't be ignored	p. 141
Act Global	p. 143
One company; one culture	p. 143
The multinational training model	p. 146
Principles are universal	p. 147
Simplify and standardize	p. 148
Think Local	p. 149
Search and reapply	p. 149
Understand the local consumer	p. 151
Act Local	p. 152
Adapt products to the local market	p. 152
Adapt the message to the market	p. 156
Create a local image for the company	p. 159
Work with suppliers and customers on their terms	p. 160
How to Succeed as a PandG Brand Manager	p. 163
Be your consumer's advocate	p. 164
Learn the business	p. 165
Make something happen	p. 166
Lead by making others winners	p. 168
Lead by helping others solve the problem	p. 171
Be like Bobo	p. 173
Rules are for the obedience of fools and the guidance of wise brand managers	p. 174
If you disagree with your boss, push back	p. 175
Nurture the creative function	p. 178
Swashbucklers need not apply	p. 181
Live by the code or get out of the game	p. 183
Going to Market	p. 187
Transforming the Product into a Brand	p. 188
Pick a simple, distinctive name	p. 188
The package is the face of the brand	p. 189
Design for shelf impact	p. 190
Find the consumer insight	p. 191
Entering the Marketplace	p. 195
Plan to dominate	p. 195
Plan to be first	p. 197
It's better to be right than to be first	p. 199
Lessons for Effective Television Advertising	p. 200
Be blatant about the benefit	p. 201
Jump-start the commercial with a good "Hey, you!"	p. 203
Emphasize the solution, not the problem	p. 206
Show the package in the first eight seconds	p. 207
Link the brand to the story of the commercial	p. 208
Let the viewer see the benefit	p. 209
Show the product in action, but don't get tangled up in the technology	p. 211
Show what you say; say what you show	p. 212
Use real people, not celebrities	p. 214
Lessons for Effective Print Advertising
Use an interesting visual	p. 215
Put the benefit in the visual	p. 216
Connect the headline to the visual	p. 217
Demonstrate the product	p. 218
Keep the advertisement short and sweet	p. 219
Give the reader permission to believe	p. 220
Wrap it up with a tag line	p. 220
Epilogue: Life After PandG	p. 223
Notes	p. 227
Bibliography	p. 233
Acknowledgments	p. 235
About the Author	p. 237
Table of Contents provided by Syndetics. All Rights Reserved.

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