ABSTRACT
The P&G approach to brand building was adopted across the entire FMCG industry and was copied by generations of agencies and their clients on the basis of this three-paragraph brief: benefit, reason why and brand character. The first paragraph defined the brand essentials, or key brand benefits, which could be dramatised in TV and radio commercials, on hoardings, in magazine advertisements and so on. It establishes the product's basic positioning, for example, 'Ariel cleans better at lower temperatures'. Second paragraph defined why the consumer should believe the product promise. This endured for more than 60 years. The final paragraph defined the tone of voice or character of the brand and how it was communicated. Bridging the innovation gap for the FMCG means finding a way to shake off traditional methods and embrace the new, but as we shall see in the next two chapters, there are a number of barriers to overcome if such companies are to evolve into FICGs.
