Page 15 - Unlock Sensory Power
P. 15
THE FRAGMENTATION OF BRANDS IS A
MASSIVE RISK, AND YOU SEE IT ALL AS
CONSUMERS. YOU SEE [THE BRAND] IN
DIFFERENT PLACES, THE BRAND ISN’T
QUITE THE BRAND, AND THAT, I THINK,
IS A REAL CHALLENGE FOR MARKETERS.
HOW DO YOU CREATE THE POWER OF A
BRAND, WITH CONSISTENCY AND
INTEGRATION ACROSS ALL THESE
DIFFERENT VOICES? “
Keith Weed
Chief Marketing Communications Officer, Unilever
