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

David Arkwright

Softcover

ISBN 10: 1907794468 ISBN 13: 9781907794469

Publisher: Lid Publishing, 2013

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.

About this title

About the Author

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.

Edition details

• Publisher: Lid Publishing
• Publication date: 2013
• Language: English
• ISBN 10: 1907794468
• ISBN 13: 9781907794469
• Binding: Paperback
• Number of pages: 192