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Janette Yauch, Charmin’s brand manager, is meeting this week with marketers for sister Procter & Gamble brand Duracell to brainstorm how to charge up popularity around the battery’s smartphone app. In the packaged-goods world, Yauch’s word might as well be gospel since her brand’s SitOrSquat app found a strong female following among seekers of clean public rest rooms. A basic tip Yauch plans to share: “You have to think like your users.”
More importantly, you have to have a hell of an idea, agreed industry observers.