The making of dirt is good
Subtitle: a personal journey of brand transformation
By: David Arkwright (Former Global VP Persil and Omo, Unilever Founder of MEAT Global Brand Consultancy)
Publisher: LID Publishing Ltd.
Published: 2013
Place of publication: London, United Kingdom
Language: eng
ISBN-13: 9781910649282; 9781907794469
Copyright date: 2013
Subjects: Branding (Marketing)
Description: "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."--