Procter & Gamble coined the phrase ‘First Moment of Truth’ (FMOT) referring to the consumer’s first exposure to the brand – at the shelf in a store. At that split second, the first impressions of the brand are formed. The “first moment of truth,” as P&G calls it, is the three to seven seconds when someone notices an item on a store shelf. Despite spending billions on traditional advertising, the consumer-products giant thinks this instant…