David Aaker
Design Matters with Debbie Millman
00:00
The Procter & Gamble Brand Management System
In 1934, a guy was running brands at Procter & Gamble. He wrote a two and a half-page memo outlining the company's brand management system. It meant that brands were run by advertising managers in middle management. That way of looking at brands was completely tactical; it drove the whole system tactically.
Transcript
Play full episode
