How Clorox embraced Binet/Field's lessons about long-term brand relevance

Clorox, the consumer packaged goods manufacturer, placed renewed emphasis on driving long-term brand relevance after briefly allowing short-term objectives to take precedence.

Clorox Corp., the Oakland-based consumer packaged goods manufacturer, had brought digital advertising into its marketing program with no small success. Sales were up. The return on its advertising spend had increased as well. But brand love was in decline....

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