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•News & Opinion from the Old World
Bath & Shower: Dove Hangs On
And finally, to Bath & Shower, the category which first
saw the launch of Unilever’s all conquering Dove. Yet
despite Dove’s inexorable climb over the years, Nivea has
hung in there without apparently missing a beat.
Bath & Shower
Understand Why Consumers Buy
So, as consultants, what conclusions can we draw from
this rich vein of German data, which may have wider
implications for our clients in other parts of the world?
• Strong brands can stand the test of time.
•…despite the fact that most of the major international companies still tend to change their brand directors
every two or three years (no matter the upgrade from the
humble brand manager’s title of yesteryear).
• As well as consistent A&P budgets, these long lasting brands require a really deep understanding of their
franchises…why the consumer buys them, what is it that
users particularly like about them, how could such likes
be added to, and when would certain additions undermine the whole shooting match.
• Such learning needs to be carefully collected and
codified, and made mandatory reading for each new
brand director before they’re allowed to get their feet
under the desk, or pull any marketing levers.
• On the other hand, if brand A&P “vacations” are
taken every now and again, and if incoming brand directors are encouraged to “take a fresh look...come up with
something new...tear up the rule book (i.e., the strategy),” then that magical brand longevity will just slip,