Episode Summary

Aaron Keller is a columnist, author and the founder and CEO of Capsule, a brand strategy and design firm. Marco Vriens is an assistant professor of Marketing at the University of Wisconsin-La Crosse and the founder and CEO of Kwantum, an analytics and data science firm. Join Forward Looking Business hosts, Kevin and Nick as they break down an intriguing case study surrounding Proctor & Gamble’s success with brand management systems.

What We Covered

• 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

Tweetable 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.”

“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.”

“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?”

“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.”

Links Mentioned

AmpliFi Capital Corp Website

Kevin’s LinkedIn

Nick’s LinkedIn

Marco’s LinkedIn

Aaron’s LinkedIn

Capsule’s Website