For anyone who thinks people don’t care about brands, take a look at the stink P&G is in.
The most amazing comment was from VP-North American baby care at P&G. “All the data that we have to date, in particular from our consumer 1-800 line, is that the complaints are well within what we were expecting and considerably lower than we’ve seen with some of our previous innovations.”
It’s like a general saying that the loss of soldiers was well within expectations. Which, I guess, in the Army's mind, makes it fine. But try explaining that to the parents of one of the soldiers lost.
Brand managers need to start understanding that it’s not your expectations that you have to live up to.
It’s the consumer's.