Can Opposing Brands Created By Intercompany Marketing Teams Survive?

Can Opposing Brands Created By Intercompany Marketing Teams Survive?
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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.

Piers Fawkes, PSFK
  • 25 january 2008

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:

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