15 March 2001

The Power of the Fifth P

When the importance of employees to brand marketing is ignored, the cost is huge

by William J. McEwen
Author of Married to the Brand (Gallup Press, 2005) and coauthor of the Harvard Business Review article "Inside the Mind of the Chinese Consumer"
Marketing 101 reduces the main determinants of customer loyalty to the familiar Four Ps: Product, Place, Promotion and Price. But a fifth P is typically left out of the reckoning: People. The delivery of the brand promise often happens by human agency at the point of sale and proceeds through service, complaint, and resale. Yet marketers, who have the bottom-line responsibility for brand health, rarely focus on the Fifth P.
William J. McEwen, Ph.D., is Global Practice Leader for Gallup's Brand Management practice. He is the author of Married to the Brand (Gallup Press, 2005) and coauthor of the Harvard Business Review article "Inside the Mind of the Chinese Consumer."
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