Brand management is the new marketing

Procter & Gamble

AdAge reports on the disappearance of the word ‘marketing’ from job titles at Procter & Gamble as the world’s biggest advertiser – $9.7 billion ad spend in 2013 – and owner of some of the world’s most recognizable and valuable brands restructures its marketing organization:

[…] Brand Management at P&G now encompasses four functions — including, of course, brand management (formerly known as marketing), consumer and marketing knowledge (a.k.a. market research), communications (known as public relations at some companies and up until a couple of years ago as external relations at P&G), and design (known as design pretty much everywhere, except where it’s called visual brand identity and such).

[…] The marketing director title has existed at P&G since 1993, when the company did away with the more linguistically restrictive “advertising manager” title in a world that clearly was moving beyond advertising as the only way to build brands.

The change gives the new Brand Management function “single-point responsibility for the strategies, plans and results for the brands,” says AdAge.

AdAge: It’s the End of ‘Marketing’ As We Know It at Procter & Gamble.

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