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The Making of Dirt is Good: A Personal Journey of Brand Transformation - Softcover

Arkwright, David

 
9781907794469: The Making of Dirt is Good: A Personal Journey of Brand Transformation
Softcover
ISBN 10: 1907794468 ISBN 13: 9781907794469
Verlag: LID Business Media, 2014

Inhaltsangabe

In 2005, Unilever ignored whiter than white in favor of mud and grease and launched its Dirt is Good marketing campaign, for its Persil and OMO washing detergents. The campaign was devised by David Arkwright and his marketing team at Unilever. Today, it continues to be one of Unilever's most successful campaigns. As well as transforming the Persil and OMO brands, the campaign has become a defining moment in the marketing and branding world. This book, written by the person at the helm of Dirt is Good, is an essential case study in creating a global brand with an idea at its very core. The book reveals the trials, challenges, and successes experienced by Arkwright and his team, told as a very personal and engaging real-time adventure. And for marketers today, the book includes real and practical takeaways from this groundbreaking campaign.

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Über die Autorin bzw. den Autor

David Arkwright is the former global marketing director of Unilever, and was responsible for the launch of Dirt is Good. He is currently founding partner of MEAT, a global branding agency.

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Verlag
LID Business Media
Erscheinungsdatum
2014
Sprache
Englisch
ISBN 10 
1907794468
ISBN 13 
9781907794469
Einband
Taschenbuch
Anzahl der Seiten
104
Kontakt zum Hersteller
Nicht verfügbar
Verantwortliche Person
GPSR Kontakt
gpsr@libri.de

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