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Brand Turnaround by Karen Post

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Connecting to Your Customer through Engagement and Dialogue

The importance of listening to your customers—and learning from them—is a truism, and it’s never truer than when your brand is in trouble. The next turnaround is an example of how listening to and having conversations with both loyal customers and critics has had a positive impact on the brand.

Pampers Brand Turnaround Story

Since 1961 Pampers diapers and its related baby products have been part of the Procter & Gamble Company (P&G). Pampers leads the disposable diaper category, which is just a slice of Pampers’ brand. Disposable diaper sales are projected to reach $26.6 billion by 2012. Pampers spent a total of $41.4 million on advertising in 2009. In recent years Pampers has expanded ...

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