Socialising branding

Procter & Gamble is a huge branded consumer business, but seems to be able to maintain the agility and innovation capability of an SME. Supermarket retailers have to be nervous when they display a determination to build a direct business model for their brands, and when they start talking about “qualified retailers” it is music to my ears, having struggled in an unforgiving Australian FMCG duopoly for years.  It is the other side of the coin from retailers developing their own brands beyond Housebrand status, noted previously.

P&G tried with Amazon, and the effort had its challenges, so they are quietly widening the approach  with this facebook collaboration, creating a new descriptor in the process, “f-commerce” and recruiting  Wal-mart as a “qualified retailer” (not bad for a start)

This also ticks facebooks boxes, as it is a strategy to monetarise their huge base of connections to consumers, and sets them against Amazon in the e-fulfilment business.

Poor old Microsoft, increasingly it seems to have missed the boat. Just a decade ago the US government had them in court trying to break them up to give others a chance.

What’s the old saying about roosters and feather dusters?

About strategyaudit

StrategyAudit is a boutique strategy and marketing consultancy concentrating on the challenges of the medium sized manufacturing businesses that make up the backbone of our economy. The particular focus is on their strategic and marketing development. as well as the business and operational efficiency improvements necessary for day to day commercial survival. We not only give advice, we go down "into the weeds" to ensure and enable implementation.
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