Thursday, November 29, 2007

Dove gets Axed

What happens when brand positionings collide?

We've all been taught that a product should own a place in a given target audiences mind. But what happens when two contradictory positions are attempted by the same company? Just ask Unilever. Their Dove brand focuses on 'real beauty' and 'self-esteem'. In contrast, Axe makes you think it is a pheromone in a spray bottle.

The press and YouTube (or should we consider that press now) are filling with stories and parodies about Unilever's apparent contradiction.

Now, when dealing with the essence of a brand one must also take into account the essence of the company.

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