Fresh Pick of the Day, May 10, 2014: “How P&G Moved Up the Brand Arc to Win a Gold Medal at Sochi”

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From Knowledge@Wharton: “Along with athletes, brand marketers also competed for attention at the recent winter Olympic Games in Sochi — and by many accounts, Procter & Gamble’s “Thank you, Mom” campaign came out on top. Eric Solomon, head of the strategy and insights for ZOO, the creative team at Google that works with firms to build their brands, explains how other companies can learn from the experience of P&G and other firms to build emotional connections with their customers.”

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