Pampers
Ideal: Pampers exists to help mothers care for their babies' healthy, happy development.

Pampers is a brand close to Stengel's heart. He joined the P&G unit in 1997 when he says it was the company's poorest performer in profitability and market share growth. The product's focus at the time was on dryness. Stengel made a major push to focus on the bigger picture -- helping moms -- rather than wicking away moisture. A cultural overhaul ensued, including new management, extensive customer interviews, more women in the workforce, and even new décor. "Culture had the most important role," says Stengel, "as it almost always does, in bringing the brand ideal to life."

The overhaul paid off. Pampers is now a $9 billion business, up from $3.4 billion when Stengel first signed on. At the moment, however, the brand is recovering from claims that its new Dry Max diapers have caused less-than-ideal rashes.


By Anne VanderMey @FortuneMagazine - Last updated December 08 2011: 5:39 AM ET
Join the Conversation
Market indexes are shown in real time, except for the DJIA, which is delayed by two minutes. All times are ET. Disclaimer LIBOR Warning: Neither BBA Enterprises Limited, nor the BBA LIBOR Contributor Banks, nor Reuters, can be held liable for any irregularity or inaccuracy of BBA LIBOR. Disclaimer. Morningstar: © 2014 Morningstar, Inc. All Rights Reserved. Disclaimer The Dow Jones IndexesSM are proprietary to and distributed by Dow Jones & Company, Inc. and have been licensed for use. All content of the Dow Jones IndexesSM © 2014 is proprietary to Dow Jones & Company, Inc. Chicago Mercantile Association. The market data is the property of Chicago Mercantile Exchange Inc. and its licensors. All rights reserved. FactSet Research Systems Inc. 2014. All rights reserved. Most stock quote data provided by BATS.