The example of Proctor and Gamble’s famous Ivory Soap shows the potential that lies in mass marketing and planned a  and the importance of recognizable b  names. Ivory Soap, first produced in 1879, was well p  with clever slogans. These slogans, particularly the idea that the soap is so pure that it floats, p   so successful that they are still p   today. At the same time, the use of the radio serial for Ivory promotion gave rise to the e  "soap opera", which has become a modern g  phenomenon. The development of Proctor and Gamble itself, from a small-scale operation founded by two i   to a multinational empire of today serves as a good example to build brand names.