Growth, Brands and More
Growth, Brands and More Podcast
Branding: The P&G Way | Ed Burghard | Part I
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Branding: The P&G Way | Ed Burghard | Part I

S02E19

In this episode, I speak with P&G veteran Edward Burghard:

Ed spent 35 years sharpening his branding skills at Procter & Gamble, one of the world’s most preeminent branding companies, where he earned the distinguished title of Harley Procter Marketer in recongition for his expertise. Ed also led the start up of the Ohio Business Development Coalition (501 C-6) and development of the Ohio brand. He played a key role in the state earning the annual Site Selection Governor’s Cup Award in 2006, 2007, 2008, 2009, and 2011.

In this episode, host Filiberto Amati interviews Edward Burgard, a former marketing director at Procter & Gamble. They discuss Burgard's extensive career at P&G, including his role as one of the inaugural Harley Procter Marketers, a position created to retain top marketing talent. Burgard explains how this role allowed him to travel and address marketing challenges globally. After retiring from P&G, Burgard founded a consulting firm and wrote several books on branding. He shares his perspective on branding as a promise and the importance of authenticity, relevance, and competitiveness. The conversation covers best practices for measuring brand strategy effectiveness, the significance of product improvement, and the necessity of understanding consumer insights to guide product development and marketing mix decisions.

In this Episode:

00:00 Introduction

01:01 Meet Edward Burghard, Former Procter & Gamble Marketing Director

01:48 The Harley Procter Marketer Experience

04:33 Transition to Consulting and Writing

04:51 Branding the State of Ohio

09:04 Defining a Brand: A Promise to Keep

11:21 The Importance of Authenticity in Branding

18:55 Brand Strategy: A Long-Term Plan

28:07 Measuring Brand Success

48:44 Conclusion and Next Episode Teaser

In the episode, we refer to these books available on Amazon.

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