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When Core Values Are Strategic: How the Basic Values of Procter & Gamble Transformed Leadership at Fortune 500 Companies by Andy Butcher, Rick Tocquigny

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18. Bob Viney

Perhaps no single story captures the essence of the strength of many of Procter & Gamble’s (P&G’s) values more than the twisting and turning one that tells how the company breathed new life into its flagship brand at a critical point for the business. In just a couple of years, a blend of globally sourced technology innovations, heightened collaboration, and risk-taking leadership snapped Tide out of a decade-long sales sleep and dressed it for fresh success—going on to become the company’s first billion-dollar brand.

Bob Viney had a close-up view of the process as an integral part of the team that came together to enact P&G’s belief that brands don’t have to die. Although others in business see a natural four-step life cycle for ...

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