BFL: Brand franchise leader: the P&G executive --
sometimes a general manager, sometimes a marketing specialist akin
to a VP-marketing for one of P&G's giant global brands -- who
functions as the point person for agency relationships and,
ostensibly, if not always in practice, the final decision-maker on
CBD: Customer business development, or what other
companies might call sales.
CIB: "Consumer is boss" is the business-focusing rallying
cry popularized under former Chairman-CEO A.G. Lafley, who
certainly created his share of lasting P&G acronyms (see
Coached out: This is a land that lies somewhere between
getting fired and quitting, where a supervisor coaches an underling
to realize that his or her dreams would be best pursued elsewhere.
It can be such a gentle and subtle process that targets don't
immediately realize they've been asked to leave, according to some
P&G alum and Intuit founder Scott Cook, at a 2000 alumni
reunion days after Durk Jager resigned as chairman-CEO, famously
read fake results of an attendee survey showing those who'd been
"coached out" had the highest incomes, adding snarkily that this
was a good sign for Mr. Jager.
Company-encouraged termination: This is the formalized
language of being "coached out" that has found its way into
P&G's annual proxy statements since 2007 as a third
designation, beyond termination and voluntary separation. It's a
phrase that can be found in no other company's proxy statement, at
least per Edgar and Google search. Executives deemed to go through
"company-encouraged termination not for cause" at P&G are
treated in benefit, stock and severance packages largely like those
who retire voluntarily.
CMK: Consumer and market knowledge -- this is the
department that other companies call market research or other
fanciful names such as "consumer insights."
EOTS: Employee opinion trend survey, which has tracked
P&G employee satisfaction since 2002. When things aren't going
so well, it might also stand for the more common meaning attached
to this acronym -- eye of the storm.
ER: External relations, known elsewhere as public
FMOT: First moment of truth, popularized under Mr. Lafley
to describe the time when people decide whether to buy the
By way of context, the second moment of truth is when people try
the product at home. Advocates of social media eventually
popularized a third moment of truth -- when consumers decide
whether to tell their friends, family and world at large about
Google VP-U.S. Sales and Service Jim Lecinski took the ball and
ran back in time with it to coin "ZMOT," for the zero moment of
truth, when people research a purchase online before shopping.
Somewhere deep in the R&D organizations at P&G or Google,
researchers are no doubt discovering a fourth or minus-one moment
Former Colgate-Palmolive Co. Chairman-CEO Reuben Mark, always
one to enjoy publicly tweaking his bigger rival, once said that
truth came in increments larger than moments at his company.
GBBO: The global brand-building organization headed by
Global Brand-Building Officer Marc Pritchard. Oversees in at least
a dotted-line fashion and through training the brand management,
ER, design and other marketing functions as well as leads
corporate-branding efforts such as those behind the Olympics.