Introduction: Branded for Life
Successful Product Manager's Handbook
On my first day of college, I remember going to the drugstore with my roommate Susanna to pick up some essentials. I remember peering into her basket and seeing brands I had never used. Inside my own cart, I placed Dial soap, Colgate toothpaste, and Johnson & Johnson's baby shampoo. These were products my parents had bought for my brother and I all our lives, and I had never used anything else. Although Susanna raved about the items she purchased, and the local store had sales on other brands, being so far away from home only made me more committed to using the brands I grew up with.