Grant McCracken has a debate going on over at his blog about the discussion about Unilever and whether it can continue to own brands like Axe and Dove with such opposing brand values. ...We're left understanding that Axe and Dove aren;t seperate companies that Unilever owns (and therefore may have some reason to act differently) - just different departments on different floors in the same grey building.

Grant McCracken has a debate going on over at his blog about the discussion about Unilever and whether it can continue to own brands like Axe and Dove with such opposing brand values. Grant says that it’s not for consumers to demand how companies behave in terms of brand ownership:

First, I think, it’s not for us to say what Unilever can and can say when it makes an ad for Axe. To be sure, there is nothing quite so obnoxious and in the wrong circumstances dangerous as a teen age boy. But it is the job of the marketer to find out what animates the consumer, the meanings at work in his life, to discover his “mattering map.” And Axe campaign does this very well. We don’t like it. Too bad. We are not the arbiters of teen boys or American corporations.

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