I love their innovation strategy and now I love P&G’s marketing strategy: using connectors to spread word of mouth information about P&G products.

Internal word of mouth marketing departments, a new word of mouth marketing company spun out of P&G, a processes in place to identity and recruit connectors, … all within a major organization.

I’m impressed to say the least.

They also understand buzz, and it’s changing characteristics:

Where P&G has made the greatest gain… is in understanding how to make word-of-mouth marketing more predictable. Usually… it creates buzz with little control over influencing product sales. The solution to this problem: finding a strong reason why a connector would want to share product information with a friend. “We do tremendous research behind it to find the reason to care,”

I’m undecided about the disclosure issue, and where my mind settles on that vs. P&G’s policy (or lack of one) may affect how I feel about the initiative. Regardless, I’m very impressed with P&G and my love affair continues to grow.