Andrew Seth on marketing

Andrew Seth

This article surveys the changes in marketing over four decades. It argues that in the 1960s/70s Procter & Gamble invented brand management, the best companies looked impregnable and smaller companies could muddle along unthreatened.

Andrew Seth on marketing

Andrew Seth

As this is my last column for Admap I thought I would describe the changes I've seen in marketing over four decades. Are we living in a better brand world now than we were 40 years ago?

I first managed a brand in the mid-1960s, in a simple world. There was no internet, only two UK television channels, no local radio. The global market was at best a vision for futurists. America dominated everyone's lives. A commentary from Jean Servan-Schreiber echoed European thinking – 'Le Defi Americain' – but it wasn't just...

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