Marketeers nowadays should 'let go'of their brands and bow to consumer wants and needs. This is the very outspoken vision shared by P&G CEO A.G. Lafley. Marketeers, he believes, are most likely to succeed and be 'in touch' when they let consumers be in control.
P&G is really putting this philosophy into practice with its Tide to Go website. There, consumers can post comments and even severe criticism to the brand, without censorship.
Read all about it in this week's column.