从宝洁架构调整，看品牌人未来职业发展方向

Core Insights - The article discusses the evolution of brand management, highlighting the initial establishment of the brand manager role at Procter & Gamble (P&G) and its significance in systematic brand development [1][3][4] - It contrasts the original intent of brand management with the current trend where many companies are downsizing or eliminating brand departments, leading to a perception of brand roles as expendable [5][6][7] - The article emphasizes the need for a new approach to brand management that integrates comprehensive skills and responsibilities, as demonstrated by P&G's recent restructuring into a "Brand Growth Department" [15][16][21] Group 1: Historical Context of Brand Management - In 1931, Neil McElroy proposed the brand manager system at P&G to address inefficiencies in brand advertising and sales, leading to a structured approach to brand management [1][3] - The brand manager's role was defined as akin to a small CEO, responsible for all aspects of brand development and marketing [3][4] - P&G's systematic approach to brand management has been a key factor in its success, establishing it as a leader in the branding industry [3][4] Group 2: Current Trends and Challenges - Recent layoffs in various companies, including JD.com and Lenovo, have targeted brand and marketing departments, indicating a shift in how brands are perceived within organizations [5][6] - Many brand departments have become mere "decorative" entities, lacking real influence on business operations and often being the first to face cuts during financial downturns [6][7] - The article argues that the focus on short-term profitability has led to a neglect of the deeper, strategic aspects of brand management [9][10] Group 3: Future Directions in Brand Management - P&G's creation of the "Brand Growth Department" signifies a shift towards integrating brand management with business growth strategies, emphasizing the need for leaders who can navigate both marketing and operational challenges [15][16][21] - The new role requires skills in consumer insight, product innovation, and integrated marketing strategies, moving away from traditional siloed functions [18][20] - The article suggests that the future of brand management lies in developing leaders who can oversee the entire brand lifecycle and drive growth through a holistic understanding of the market [22][23]