March 2010
Intermediate to advanced
208 pages
7h 23m
English
Content preview from Go Logo! A Handbook to the Art of Global Branding
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Go Logo! A Handbook to the Art of Global Branding90
M
y experience suggests that two criteria must be met if a product is to be
successful. First, it’s critical to determine what the consumer wants in a
product and how to provide it on a consistent basis. Second, it is impera-
tive to tell the consumer how the product provides the desired benefit in a
relevant and easily understood manner.
My first product assignment at Procter & Gamble was Crest toothpaste. Research indi-
cated that consumers, especially moms, wanted a toothpaste ...
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I'm always learning. So when I got on to O'Reilly, I was like a kid in a candy store. There are playlists. There are answers. There's on-demand training. It's worth its weight in gold, in terms of what it allows me to do.