Articles by 何亚彬

How P&G, the FMCG Giant, Is Winning Back Lost Consumers

All brand crises stem from failing to follow consumers. P&G's growth in China has followed a classic S-curve, with two stall points; the latest, starting in 2014, was due to consumers perceiving the brand as too mass-market. By applying first principles and consumer-centricity, P&G has crossed non-linear growth gaps through personalization in positioning, packaging, communication, and experience, reigniting growth.