This from the Unilever CMO...
"brands are now becoming conversation factors where academics, celebrities, experts and key opinion formers discuss functional, emotional and, more interestingly, social concerns," and "of course, the conversation is no longer one way or 30 seconds. ... You may want to talk about sport and just doing it, and the consumer raises the uncomfortable question of sweatshops."
Not just FUNCTIONAL or even EMOTIONAL but also SOCIAL concerns are important. Maybe there was some sense in the post below...
Read the full article here...
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