It’s never easy to let go of something that’s been a part of you, your work and your life for years. Brands come and go. Some last longer than others. Recently Procter and Gamble alluded to saying goodbye to approximately 20% of their brands – the underperforming ones. The ones that didn’t align to the company’s core business and the ones consumers just don’t care about anymore. One of these includes Ivory soap. If you were born before this decade, you know the brand.