The fallacy of corporate branding

This article argues that when it comes to corporate branding, marketers need to move away from cold-corporate branding to more human brands with unique personalities.

The fallacy of corporate branding

Jan RijkenbergBSUR Group

Ditch the cold, corporate logo approach. Consumers are actually seeking smaller, more real and more human dimensions that reflect brands' unique personalities.

Unilever has recently fallen into a rather bad habit. At the end of every commercial from Dove, Bertolli and Lipton, as well as all of its other hundreds of brands, sits the Unilever logo. Brand authenticity is replaced by a distinctly corporate feel. Suddenly, it has all become a bit cold, distant and meaningless.

It's a trend that has been on the rise in recent years, showing the consumer...

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