Rising Tide: Lessons from 165 Years of Brand Building at Procter and Gamble by Davis Dyer, Frederick Dalzell, Roweno Olegario

From the Publisher

Rising Tide chronicles Procter & Gamble's extraordinary 165-year climb from a small, family-operated soap and candle company to a global brand powerhouse.

July 24, 2004 - The Economist

Rising Tide is a readable account of P&G's...success at inventing and sustaining a vast range of brands in markets

Publishers Weekly

This volume, by a history professor (Olegario) and two partners at a consulting firm, chronicles Procter & Gamble's development, particularly how the company has long emphasized development and marketing of products that can dominate categories. Sanctioned by P&G, which provided the authors access to archives, this detailed tome is an exhaustive record from P&G's founding in 1837 and first growth spurt as a candle and soap supplier to soldiers during the Civil War through today's innovations in an increasingly competitive marketplace. Before delving into the history, the authors briefly discuss five principles that define the company, including an emphasis on consumer brands and a willingness to experiment. The minutiae included in this book is occasionally tedious, but the profiles of product launches are both appealing and informative. The discussion of fluoride encompasses a look at tooth decay: "Today, it is difficult to imagine just how bad the problem of tooth decay was in the first half of the twentieth century. Most people were afflicted, and the most common treatment was the painful extraction of the affected teeth." Furthermore, the sections on toxic shock (product difficulties) and global expansion (business challenges) are particularly insightful. This is a solid company history that will appeal to a wide audience including MBA students, employees at P&G's rivals and others in advertising, marketing and consumer products businesses. (July) Forecast: This book is an excellent counterpoint to 1993's Soap Opera: The Inside Story of P&G by Alecia Swasy. Copyright 2004 Reed Business Information.

Product Details

• Table of Contents

Table of Contents