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Privacy Policy
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A story about Procter & Gamble CEO A.G. Lafley was voted the "Coolest News of the Year" for 2002 by our readers.
The story, headlined, "Hello, I'm Alan George," highlighted Lafley's belief that P&G had grown too distant from its consumers and chronicled his travels into consumer households to see, for himself, what kind of shampoo they had in their bathtubs.
A.G. Lafley's leadership-by-example clearly sits well with our predominantly senior-level marketing executive readership. Mr. Lafley gets as close to his consumers as he can -- literally -- and is not afraid to get his hands dirty along the way. That paid off in a big way for P&G in 2002.
Really good haircut, he has, too.
The item was originally published by Reveries in our daily newsletter, Cool News of the Day, which features digests of articles gleaned from daily newspapers and business publications to highlight marketing insights, ideas and issues.
The Lafley story was based on an article written by Luisa Kroll and published in the July 8, 2002 issue of Forbes magazine. It was one of five nominated by Reveries, and garnered 37 percent of the vote, based on a total of 202 ballots cast in the online survey. The other nominees were stories about Kimberly-Clark (18 percent); Nokia (15 percent); BMW (12 percent); and Prada (8 percent). The remaining 10 percent consisted of write-in votes for various other stories.
The potency of Lafley's leadership was italicized by the survey's second question (posed in partnership with PlanetFeedback.com), regarding the "most admired brands." P&G doesn't generate nearly the excitement in this category, and yet A.G. Lafley still wins the day by a mile on a personal level.
Leaders of the Pack:
Amazon ...10
Apple, Target ... 9
Dell, Starbucks, JetBlue, P&G ... 5
BMW, Coca-Cola, Mini-Cooper, Listerine ... 3
IBM, eBay, Google, Lexus, Puma, Southwest Airlines, Verizon, Lowe's, Whole Foods ... 2
A total of 20 retailers were identified, led by Target. Twelve online firms scored, with Amazon the most frequent mention. A total of 23 consumer brands were mentioned; 13 automobiles; and four airlines. Nine technology firms were identified and seven media outlets.
About the Survey
The survey was conducted online among subscribers to online magazine, Reveries and Cool News of the Day, its daily email newsletter. Twenty-three percent of the survey's 202 respondents came from the brand/advertiser side; 19 percent from marketing services companies; 13 percent from ad agencies; 13 percent from promotion firms; and 10 percent from consulting firms. Sixty-two percent of respondents had 10 or more years of experience in marketing.
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Which story was "Coolest News of the Year"?
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Which company or brand stands out as exceptional in terms of product performance
or customer experience and why?
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What was the net impact of this brand's performance on your own customer loyalty?
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| Responses |
Number of
Responses |
Percentage |
| decreased somewhat |
|
1 |
1% |
| no impact |
|
3 |
2% |
| increased somewhat |
|
49 |
35% |
| increased greatly |
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89 |
62% |
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142 |
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What was the net impact of this brand's performance on your
likelihood of recommending it to others?
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| Responses |
Number of
Responses |
Percentage |
| no impact |
|
1 |
1% |
| increased somewhat |
|
38 |
26% |
| increased greatly |
|
104 |
73% |
|
|
143 |
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| Responses |
Number of
Responses |
Percentage |
| advertiser/marketer/brand |
|
43 |
23% |
| ad agency |
|
13 |
7% |
| promotion agency |
|
13 |
7% |
| direct agency |
|
4 |
2% |
| PR firm |
|
8 |
4% |
| consulting firm |
|
30 |
16% |
| marketing services company |
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35 |
19% |
| media firm |
|
10 |
5% |
| other |
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31 |
17% |
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187 |
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Number of years in marketing?
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| Responses |
Number of
Responses |
Percentage |
| fewer than five |
|
30 |
16% |
| 5-10 |
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41 |
22% |
| 10-15 |
|
47 |
25% |
| more than 15 |
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69 |
37% |
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Total
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187 |
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©2002 reveries.com |
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