Rising Tide: Lessons from 165 Years of Brand Building at Procter & Gamble

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The Evolution of a Brand Powerhouse

The candles that lit the nights of Union soldiers during the Civil War. The synthetic detergent that eradicated hours of toil for women in the 1940s. The disposable diapers that added convenience to the lives of busy parents.

All of these breakthrough "firsts" and a host of others came from the same source: consumer goods giant Procter & Gamble. Rising Tide chronicles this company's extraordinary 165-year climb from a small, family-operated soap and candle company to a global powerhouse whose market-leading brands improve the lives of consumers everywhere.

Authors Davis Dyer, Frederick Dalzell, and Rowena Olegario were granted unprecedented access to P&G's corporate archives and exclusive interviews with key executives and employees. They describe the introduction and evolution of such household brands as Ivory, Tide, Crest, and Pampers and illustrate how P&G learned to satisfy consumers and compete in markets all over the world. They also recount insightful lessons about product innovation, global expansion, leadership transformation, business reinvention, and brand building.

Compelling and candid, Rising Tide is a fascinating journey through business history and material culture from colonial times through the Industrial Revolution and into the Information Age.