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...