Rising Tide: Lessons from 165 Years of Brand Building at Procter & Gamble

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Harvard Business School Press, 2004 - Business & Economics - 467 pages
7 Reviews

The Evolution of a Brand Powerhouse

The candles that lit the nights of Union soldiers during the Civil War. The synthetic detergent that eradicated hours of toil for women in the 1940s. The disposable diapers that added convenience to the lives of busy parents.

All of these breakthrough "firsts" and a host of others came from the same source: consumer goods giant Procter & Gamble. Rising Tide chronicles this company's extraordinary 165-year climb from a small, family-operated soap and candle company to a global powerhouse whose market-leading brands improve the lives of consumers everywhere.

Authors Davis Dyer, Frederick Dalzell, and Rowena Olegario were granted unprecedented access to P&G's corporate archives and exclusive interviews with key executives and employees. They describe the introduction and evolution of such household brands as Ivory, Tide, Crest, and Pampers and illustrate how P&G learned to satisfy consumers and compete in markets all over the world. They also recount insightful lessons about product innovation, global expansion, leadership transformation, business reinvention, and brand building.

Compelling and candid, Rising Tide is a fascinating journey through business history and material culture from colonial times through the Industrial Revolution and into the Information Age.


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Review: Rising Tide: Lessons from 165 Years of Brand Building at Procter & Gamble

User Review  - Eric Mueller - Goodreads

Awfully exhaustive. More like a business school case study and/or a research document than a compelling, light read. Exhaustive (and I mean exhaustive) detail-- if that's what you are looking for ... Read full review

Review: Rising Tide: Lessons from 165 Years of Brand Building at Procter & Gamble

User Review  - Goodreads

Awfully exhaustive. More like a business school case study and/or a research document than a compelling, light read. Exhaustive (and I mean exhaustive) detail-- if that's what you are looking for ... Read full review

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About the author (2004)

Davis Dyeris a founding partner of The Winthrop Group.

Frederick Dalzellis a Partner, in the Winthrop Group, Inc.

Rowena Olegariois Assistant Professor of History at Vanderbilt University.

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