Axe
Unilever's Congitive Dissonance
Submitted by willow on Tue, 2008-02-12 16:34.
At today's DMA talk, I made the point that many-to-many online communication, made uber- efficient via social media, is urging every organization to take note of a new reality.
- Grassroots mobilization is trumping media spend of multinationals.
- Business of all sizes is being held to higher standards of accountability, often by a vocal and well-connected "few."
- Congruity between words and deeds (in operations, customer service, product satisfaction, etc.) isn't optional.
Case in point: Unilver's dissonant brand campaigns for Dove vs. Axe deodorant I only briefly touched on today.
For an entertaining, wonderfully-written version of the full story (so far!) -- complete with illustrative video clips -- visit Brene Brown, PhD's Ordinary Courage blog.
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