Limaohio reports the challenges P&G faces in getting customer's attention and its approach to branding. I thought there is a nice little quote by Kevin Burke, marketing director P&G - North America, which puts things in perspective for marketers trying to do this act.
“There is so much information clutter, reaching consumers is a lot more challenging. In the 1960s, you could make three commercial buys, three stations, and have 80 percent reach,” Kevin Burke said. “Today, that takes 117 commercials.”
The challenge in branding today is to get customers' attention, engage them in new ways, let them control the message, get them to be the 'invisible network' to pass on the message and ultimately become true brand advocates.