The Journal of the Medinge Group, vol. 3, no. 1, 2009

Demythologizing the McElroy Memo

In 1931 a young P&G executive wrote a document which proved crucial to the formation of ideas about contemporary brand management. But attitudes about branding have since grown up around the memo's opportunistic policies. This article deconstructs McElroy's directives, reassessing our perspectives on how brands need to be viewed in today's post-globalisation strategic universe.