Brushing up on brand incubation

As she re-launches Gleem, P&G brand manager Maggie Chang explains how she approaches the opportunity to create a startup atmosphere inside a large company. 

March 4, 2020

Brand manager Maggie Chang is relaunching the Gleem brand at P&G with a new product line. That gives her small team an enviable double-whammy of opportunity: the creative startup culture behind a new brand, but with the resources of a company the size of P&G.

Instead of requiring five years of R&D, the new GLEEM team has taken more risks and launched in nine months. That’s not to say they can just wing it, as Chang, the brand manager, explains in this three-minute video. Gleem has to be profitable in year one – and must be conscious of its impact on business partners.

“I’ve learned how scrappy you still have to be at a large company to launch something like Gleem,” Chang says.

Take three minutes to hear how Chang is going about the process of new brand incubation – and what you can learn from her experience.