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Ruth Saunders, Author at Branding Strategy Insider

Marketers Guide To Gaining Board Member Buy-In

It was an autumn day at P&G. We as a team had tried for the third time to get Board buy-in to launching a new shampoo, only to be told for the third time that our value proposition and business case weren’t compelling enough – and to go back and rework them again. We sat in the company cafeteria  dejected, not knowing why we kept failing to convince the Board to invest, and unclear on...

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