Synopsis
In 2005, Unilever ignored whiter than white in favour 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 in Unilever. Today, it continues to be one of Unilver s most successful campaigns. As well as transforming the Persil and OMO brands, the campaign has become a defining moment in the whole 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 in a very personal and engaging real-time adventure. And for marketers today, the book includes real and practical learnings from this ground-breaking campaign.
Les informations fournies dans la section « Synopsis » peuvent faire référence à une autre édition de ce titre.
À propos de l?auteur
David Arkwright is the founding partner of MEAT, a global brand development agency that specialises in brand transformation to create emotionally compelling brand positionings. MEAT's clients include GSK, Bacardi, Unilever, SAB Miller and BP. Prior to this, he led the creation of "Dirt is Good" as Global VP responsible for Unilever's top performance laundry business.
Les informations fournies dans la section « A propos du livre » peuvent faire référence à une autre édition de ce titre.
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The Making of Dirt is Good: A Personal Journal of Brand Transformation
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LID Publishing Inc, 2014
ISBN 10 : 1907794468
ISBN 13 : 9781907794469
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Making of Dirt Is Good: A Personal Journey of Brand Transformation
Edité par
LID Publishing, 2013
ISBN 10 : 1907794468
ISBN 13 : 9781907794469
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Paperback. Etat : Very Good. The book has been read, but is in excellent condition. Pages are intact and not marred by notes or highlighting. The spine remains undamaged. N° de réf. du vendeur GOR005266212
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Making of Dirt Is Good: A Personal Journey of Brand Transformation
Edité par
Lid Publishing, 2013
ISBN 10 : 1907794468
ISBN 13 : 9781907794469
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Making of Dirt Is Good: A Personal Journey of Brand Transformation
Edité par
Lid Publishing, 2013
ISBN 10 : 1907794468
ISBN 13 : 9781907794469
Ancien ou d'occasion
Couverture souple
Vendeur : WeBuyBooks, Rossendale, LANCS, Royaume-Uni
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Etat : Very Good. Most items will be dispatched the same or the next working day. A copy that has been read, but is in excellent condition. Pages are intact and not marred by notes or highlighting. The spine remains undamaged. N° de réf. du vendeur wbs9250927227
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The Making of Dirt is Good
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The Making of Dirt is Good (Paperback)
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Paperback. Etat : new. Paperback. Written from the global brand frontline, we see the previously unseen perspective on what it was really like to build "Dirt is Good" for Omo and Persil globally - a celebrated case-study in creating global brands with an idea at their very core. We see the real trials, challenges and successes which confront international marketers the world over, told in a very personal and engaging real-time adventure. Each of the 10 chapters tells the real-life story of each stage of the journey. At the end of each stage, we see a sharp summary of the real, practical learnings. Lessons and insights from one of the world's most successful marketing and branding campaigns. Shipping may be from multiple locations in the US or from the UK, depending on stock availability. N° de réf. du vendeur 9781907794469
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The Making of Dirt is Good
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Paperback. Etat : New. Written from the global brand frontline, we see the previously unseen perspective on what it was really like to build "Dirt is Good" for Omo and Persil globally - a celebrated case-study in creating global brands with an idea at their very core. We see the real trials, challenges and successes which confront international marketers the world over, told in a very personal and engaging real-time adventure. Each of the 10 chapters tells the real-life story of each stage of the journey. At the end of each stage, we see a sharp summary of the real, practical learnings. N° de réf. du vendeur LU-9781907794469
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Paperback. Etat : New. Written from the global brand frontline, we see the previously unseen perspective on what it was really like to build "Dirt is Good" for Omo and Persil globally - a celebrated case-study in creating global brands with an idea at their very core. We see the real trials, challenges and successes which confront international marketers the world over, told in a very personal and engaging real-time adventure. Each of the 10 chapters tells the real-life story of each stage of the journey. At the end of each stage, we see a sharp summary of the real, practical learnings. N° de réf. du vendeur LU-9781907794469
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The Making of Dirt is Good
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The Making of Dirt is Good: A Personal Journey of Brand Transformation
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