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Unilever is a vast conglomerate based in the UK and the Netherlands that owns many of the world’s most successful brands, including Vaseline, Dove Beauty, and even Ben and Jerry’s Ice Cream.Though people have long-lasting emotional relationships with many of the brands that make up the Unilever house cialis canada pharmacy, Unilever struggles considerably to return the favor.Some of its brands deliver conflicting messages, such as Dove, which promotes the beauty of women of all sizes, and Axe, a hyper-masculine personal care brand that promotes sexist attitudes - cialis canada pharmacy. Cialis canada pharmacy: although Unilever can explain these contradictions under its house of brands approach, people don’t see the distinction, which is why YouTube is full of videos contrasting Dove and Axe in a negative light.
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December 10th, 2008 at 8:22 am
Just because the messages projected by the Unilever brands you mentioned don’t match up with your left wing views of how you’d like the world to be doesn’t mean that these brands don’t hit the mark in communicating with their respective customers. Other than your unsupported assertion, I see no evidence that most people are even aware of Dove & Axe both being Unilever products, much less that either brand reflects negatively on people’s view of the other or of the overarching company itself.
…By the way, your survey is highly unscientific, loaded, and leaning, something I wouldn’t expect from Jump Associates, a company that supposedly seems to be about applying social science methods to business problems. Asking people to vote on the empathy of various companies (already a sketchy concept) after you have tried to indoctrinate them with a very slanted paragraph describing your opinion on the subject is not going to give you very accurate results.
December 10th, 2008 at 10:55 am
Per, thanks for your thoughts. To the first point, it should be noted that empathy isn’t a measurement of how well people in the world recognize that two products with entirely contrary marketing messages come from the same company - it’s whether the people inside of it recognize such an inconsistency as a problem.
Beyond which, many people are aware of the connection today. This video on YouTube spotlighting the incredible contradictions between Axe and Dove has gotten more than 175,000 hits and was screened on CNN: http://www.youtube.com/watch?v=SwDEF-w4rJk. Widespread Empathy isn’t about convincing people that you care about them — a typical aim of marketing — it’s knowing what it’s like to walk in their shoes and acting appropriately. I don’t think there’s anything left wing about saying it’s weird to have the same company advocating for beauty in all shapes and sizes while also promoting women as sexual playthings.
And your analysis of the Empath-O-Meter from a scientific approach isn’t too far off the mark. We’re aware it’s biased — the initial ratings are ours. And a big reason for that comes from what we talk about in the second chapter of the book, which is that quantitative data alone is never enough to make good judgments. Our social research usually comes in the forms of open-ended field research, not surveys or focus groups. As such, the Empath-O-Meter is meant to be a conversation. It’s about the votes, but more important, it’s about the arguments advanced in support of them. When we’re convinced, we move companies up and down on the scale.
The best thing you can do for the companies that you feel really get you and get other people is to vote and explain your vote — if you’re persuasive, we’ll definitely listen.