Unilever

Public Payback’s a B_____

Public Payback’s a B_____

Saw some strong examples lately of powerful public backlash after an organization makes a lame ethical or Customer Service move. We all know that, due to the internet, consumer backlash can be immediate & global. That’s not new. What’s new is how persistent & creative the backlash can be. Starbucks was ‘outed’ a couple weeks [...]

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The ’5th P’ Makes Sinner Brands More Vulnerable

The ’5th P’ Makes Sinner Brands More Vulnerable

Even as brands go global and, at their best, are ever more valuable, some recent trends point to brands being more vulnerable if mis-handled. I won’t call brands today ‘fragile’, but I might say that sins can now hurt a brand faster than ever. Especially given the growing power of ‘The Fifth P’ of Marketing [...]

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Vroom -What Drives You?

Vroom -What Drives You?

I’ll cover the topic of Motivation in class soon. The theory most textbooks mention in this context is Maslow’s motivation model. Yes, Maslow can be used to show how businesses successfully use a market positioning that’s on a very different motivational level than their competitors. Maslow’s motivators (Physiological; Safety; Belonging; Self Esteem; Self Actualization) are evident [...]

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When Do Consumers Hold Brand Owners Accountable?

When Do Consumers Hold Brand Owners Accountable?

Unilever is a successful firm. Very successful. One of the largest Consumer Package Goods firms worldwide, it has expanded from laundry & food products, to high margin items such as skin & beauty care. The Anglo-Dutch giant also has produced some very successful marketing campaigns- they’re a branding behemoth. I’ve predicted the www age will [...]

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