A move by Unilver to shed some of its laundry brands reminds me of that ‘How Long Can P&G Last?‘ opinion piece I wrote back in June. In the piece I argued that ‘holding companies' like P&G and Unilever with armies of brand managers are going to have a hard time creating real brands that connect with the modern consumer. (The piece caused quite a lot of discussion – go read!). Now, I notice that Unilever is backing out of a category it helped create – laundry products – because it didn't think it could compete with P&G and private label brands.

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