Branding: The P&G Way | Ed Burghard | Part I

In this episode, I speak with P&G veteran Edward Burghard: Ed spent 35 years sharpening his branding skills at Procter & Gamble, one of the world’s most preeminent branding companies, where he earned the distinguished title of Harley Procter Marketer in recongition for his expertise. Ed also led the start up of the Ohio Business Development Coalition (501 C-6) and development of the Ohio brand. He played a key role in the state earning the annual Site Selection Governor’s Cup Award in 2006, 2007, 2008, 2009, and 2011.In this episode, host Filiberto Amati interviews Edward Burgard, a former marketing director at Procter & Gamble. They discuss Burgard's extensive career at P&G, including his role as one of the inaugural Harley Procter Marketers, a position created to retain top marketing talent. Burgard explains how this role allowed him to travel and address marketing challenges globally. After retiring from P&G, Burgard founded a consulting firm and wrote several books on branding. He shares his perspective on branding as a promise and the importance of authenticity, relevance, and competitiveness. The conversation covers best practices for measuring brand strategy effectiveness, the significance of product improvement, and the necessity of understanding consumer insights to guide product development and marketing mix decisions.In this Episode:00:00 Introduction 01:01 Meet Edward Burghard, Former Procter & Gamble Marketing Director 01:48 The Harley Procter Marketer Experience 04:33 Transition to Consulting and Writing 04:51 Branding the State of Ohio 09:04 Defining a Brand: A Promise to Keep 11:21 The Importance of Authenticity in Branding 18:55 Brand Strategy: A Long-Term Plan 28:07 Measuring Brand Success 48:44 Conclusion and Next Episode TeaserIn the episode, we refer to these books available on Amazon.Thank you for reading Growth, Brands, and More. This post is public, so feel free to share it. This is a public episode. If you'd like to discuss this with other subscribers or get access to bonus episodes, visit www.filibertoamati.com/subscribe