More on axing the dove ~ Brand Mix

Wednesday, November 7, 2007

More on axing the dove

Why has the latest iteration of the Dove campaign generated more of a backlash and more accusations of hypocrisy than previous versions? David Taylor's theory (here) is that the latest campaign has gone a step too far and climbed too high up the brand ladder, too far away from the product itself.

Or, the new Dove campaign has more of a corporate than a product perspective and people are, therefore, judging the campaign at this higher level where they find the disconnect between this message and those for other products more difficult to accept.

(Link to my original post here.)

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