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

Stephen Whiteside

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, and the associated dispensers – boasted a massive product slate for its business-to-business (B2B) customers.

This clientele spans numerous categories, from quick-service restaurants to healthcare providers, office buildings, and industrial enterprises. But when buyers at these organizations wanted to identify the right Georgia-Pacific line for them, they were faced with an almost unmanageable selection.

“We are a heritage company of four or five different manufacturers that...

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