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  "documentTitle": "neil mcelroy brand man memo 1931",
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  "presentationDate": "1931-01-01 00:00:00",
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  "notes": "This is the famous 1931 memo from Neil McElroy at P&G that is widely credited with inventing the concept of 'Brand Management'.",
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      "kind": "list",
      "text": "(3) Keep in touch with all printed word, field and D.C.A. plans.\n(4) Finally, be able to step into the shoes of his superior at a moment's notice.",
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      "text": "The brand men in the past have unfortunately been tied up too closely to their office work because their assistants have had to be out of the office on field check-ups a large share of the time. A great majority of these checking jobs could be handled by less responsible men than assistant brand men.",
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      "text": "We believe that we can relieve the entire situation by adding to our organization two men - and perhaps more as their need is felt - whose duties would be field checking on all products. These men would relieve the assistant brand men of a good share of their traveling. This, in turn, would allow the brand men to pass over to their assistants office work which is keeping them from their more important field studies.",
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      "kind": "paragraph",
      "text": "With these two men our organization would be lined up as shown on the attached chart headed \"Division of Brand Responsibilities in 6-Man Organization.\"",
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      "kind": "paragraph",
      "text": "N. H. McELROY",
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      "text": "With the above outline of responsibilities it is not hard to understand that one man should not have to work on more than two brands at the very most. I am sure that the need for a Group Products brand man, part of whose responsibility will be chain and voluntary chain promotion, will be equally obvious.",
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      "kind": "paragraph",
      "text": "Mr. N. H. McElroy\nMr. R. F. Rogan\nMay 13, 1931",
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      "kind": "title",
      "text": "Group Products Check-Up Men",
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