How “marketing Darwinism” helped Georgia-Pacific tighten its business-to-business brand strategy

Georgia-Pacific, a company active in categories from paper towels to toilet paper and plastic cutlery, has seen success by focusing on a top-tier group of its business-to-business (B2B) brands.

Georgia-Pacific’s house of brands was overcrowded.

With 112 offerings within its portfolio, the Atlanta, Georgia-based company – which makes and markets everything from paper towels, toilet paper, and facial tissues to napkins, plastic cutlery,...