Procter & Gamble's shift of its marketing department to a brand-management model underscores the growing importance across industries of promoting overall brand identity and value instead of just individual products, writes author and speaker Mark Di Somma. "When you think about brands as assets ... success becomes a broader idea and the focus is less on how they are being managed and much more on why they are being managed -- for the contribution they make to the balance sheet," Di Somma writes.

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