Rising Tide: Lessons from 165 Years of Brand Building at Procter & Gamble

Frederick Dalzell is a senior consultant with The Winthrop Group. He holds a PhD in American Civilization from Harvard University and is coauthor of a forthcoming study of Procter & Gamble.Davis Dyer is a founding director of The Winthrop Group, Inc., a Cambridge, Massachusetts-based firm specializing in business and technology history, and a faculty member at Monitor University, part of the Monitor Group.

This work features the history of brand innovation at Procter & Gamble, one of the most successful consumer goods companies in the world. A fascinating history of household brands from Ivory to Crest, and Pringles to Cascade, this book unlocks the secrets of longtime success of dozens of superstar brands that we've grown accustomed to choosing for decades. It offers practical advice. Case study sections offer lessons in: business reinvention, building new markets and capabilities, leadership transformation, brand excellence, and general management.

Preface and Acknowledgements; Prologue: The Rising Tide; Part One: Foundations; 1. Getting Started: P&G in the Commodity Era, 1837-1890; 2. From Commodities to Consumer Goods: Ivory and the Birth of the Brand; 3. Assembling the Elements of the Enterprise, 1890-1945; 4. Science in the Washing Machine: The Story of Tide; Part Two: The Science of Selling Everyday Products; 5. An Explosion in Consumer Products, 1945-1980; 6. Reinventing Paper Products and Commercializing Disposable Diapers; 7. A Therapeutic Breakthrough in Oral Care; 8. Learning from Lima and Albany; 9. The Rely Crisis; Part Three: Going Global; 10. Competition and Global Expansion, 1980-1990; 11. Learning to Compete in Japan; 12. The Diaper Wars; 13. "En Rio Revuelto": Finding the Formula in Mexico and Latin America; 14. Pantene: Building a Global Beauty Brand; 15. Pringles and Perseverance: The Improbable Making of a Global Brand; Part Four: Competing in a Shrinking World; 16. Reshaping P&G since 1990; 17. Rewriting the Rules: Reconfiguring the Supply Chain; 18. Winning in the White Space: P&G in Central and Eastern Europe and Russia; 19. Revitalizing Flagship Brands: Crest, Charmin, and Bounty; 20. Prescription for Growth in Health Care; 21. Challenges in China; Epilogue: P&G at 165 and Counting; Appendices; 1. Graphical Timeline prepared by P&G Corporate Archive; 2. Sales, Net Income, and Employment at P&G, 1837-2001; 3. Organization Charts (illustrating major changes, 1920s, 1950s, 1980s, 1990s)