Alex Woodruff Biz Buzz

I had my suspicions about Unilever moving towards corporate branding (see gradual packaging changes here). Well it looks like my hunch was right. Unilever declares its identity The first brand I’ve noticed publicly outing its Unilever owner – ie, showing the new logo on TV – is Lynx (Axe outside the UK). It’s taken what [...]

When products have little to talk about on a functional level, they have to jump to the other extreme in terms of product benefits, and play to the emotions. This is what Lynx deodorant – or Axe on the continent – has been doing for years. A typical Unilever product, it is marketed purely on [...]