You might end up calling your marketing and PR efforts by an entirely different name if the rest of the industry follows Procter & Gamble’s lead in renaming its overall marketing organization “Brand Management.” According to Ad Age, the new department now includes the functions the rest of us are still calling marketing, market research, PR and design.

If this catches on, it could either simplify marketing from the outside view or make it even more confusing – after all, there is a very fine line between marketing and PR, one that often seems a little blurry to outsiders. P&G has typically been a leader in the industry – in fact, its website, among other sources, asserts that the company invented the concepts of brand, brand management and the soap opera. Read more about the switch here.