THE UPSIDE DOWN UMBRELLA

10 SEPTEMBER 2015

With Dove celebrating 10 years of the Campaign for real beauty, it got me thinking about Dove, Unilever and the relationship between product brands and master brands or consumer brands and corporate brands. Big companies building their masterbrand to get a positive halo effect onto all product brands, and optimize investments. It sounds very smart and obvious, but with information readily available online and the consumer’s voices in social media being louder than ever, this strategy is more tricky than it sounds.

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TRANSPARENCY VS TRUST IN COMMUNICATION

10 SEPTEMBER 2015

In the Edelman Trust Global Barometer report published this week, we can see a decrease in trust in the four institutions of government, business, media and NGO’s. It got me thinking about 2 campaigns by very different brands that are both trying to build trust:

  • “Don’t buy this jacket” campaign by Patagonia.

  • “Our food, your questions” by McDonald’s.

Both are built around transparency but in my opinion, only one of them really builds brand trust. The comparison is perhaps tenuous given the different positions of these 2 brands, however I believe there are still lessons to be learnt.

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