Branding:five new lessons

摘要

THE LAST TIME DETERGENT and toothpaste giant Procter & Gamble Co.made a bid for razor-maker Gillette Co.,it was out of desperation.Back in 2000,when the Cincinnati giant made an unsolicited bid,Gillette was a bargain:Despite its hit Mach3 razor,a series of earnings disappointments had hammered the stock.P&G was struggling,too,and so were a lot of other once-invincible brands.