Great read from the Forrester Blog-

Here are some highlights from Lisa’s presentation:

1. Brand management roots are clear, as they originate in the 1930s when P&G adopted the idea from an internal memo. The approach, originally to support small brands in a “may the best brand win” approach, became more militaristic as the consumer became a target, not a person.

2. Everything is additive. Partners are expanding from the AOR to other agencies, other media companies, digital portals, etc. But additive is ultimately untenable. New channels, private label competiiton, or just pure crisis management challenge brand managers today. And growth opportunities outside of core markets into India and China further test brand management structures. .

The solution: add 4 more “P’s” to the equation, that are the consumers’ 4 “P’s” — permission, proximity, perception and participation.