Like GE, under Jack Welch, the company is in a process of radical simplification. It is eliminating about 90 to 100 brands which aren't worth the investment of resources. Here is the analysis in The Wall Street Journal by Serena NG (sub. req.)
That's, of course, the Pareto Rule or that 20% of the business generates 80% of the profits. P&G is keeping about 70 to 80 brands. My hunch is that it will pump a lot more resources into Tide.
The lesson here for our own personal branding is clear: Make ourselves stand out. Yes, pump in as many resources as necessary for us to sell the brand identity or niche service which brings in the lion's share of our revenue. Don't fool around with the small stuff.
Reflection: Think of ourselves as a big brand. We got to put ourselves out there are a big brand.