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January 25, 2008


Nathan Schock

It's very similar to green marketing overall. Those companies that stand up and claim to be environmentally friendly are inviting public scrutiny. Dove's campaign invites the public to take a look at, not just Dove, but the entire company that owns them. The moral of the story is: if you're going to claim to be a moral company, make sure your house is in order.

BTW, I don't think anyone would be wearing a Newcastle United shirt this year. They're terrible.


Humm ... Yeah ... Bummbummbumm ...
- Transparency - yes, tick!
- Honesty - yes, tick!
But perhaps you - and the rest of us "PowerPointers" - are putting way too much weight on (and faith in) people's enthusiasm and engagement in these topics when it comes down to who owns who and who actually owns eachother and so on.

I mean the Dove campaign has without doubt raised much debate and caused a lot of attention. But surely most of this has been industry talk within advertising, cosmetics, fashion and so on (where the most important battles need to be fought - admitted). However, if you took a general opinion poll among western women I bet only a minority would even be aware that the Dove models aren't really models and even fewer would be able to formulate the idea behind the idea. Oh yes, some would be able to talk for hours about the topic and some would've seen the campaign as a big eyeopener. But generally speaking - it's just another f...ing advertising campaign. Wow interesting! And now onto the next thing.

So on one hand I think "we" think too highly about people's real engagement in the stuff we're doing. On the other hand I reckon they see right through us - "I know you are just trying to make me buy something. And maybe I will. But I don't really believe you want to change the world unless you actually do it".

Back to one of your original points; Will people want to deal with a "marketing company"? In general if the product is cool enough or cheap or whatever enough probably yes. A growing minority - but still a minority - will not. But they probably try to avoid the big corporates anyway.

My point isn't just regarding Dove and similar cases but when you state that "the whole marketing thing looks a bit thin" you really say it all.
If it's just marketing it doesn't matter if you're a big multibrand corporation or if you're two enthusiastic guys and a dog in your mum and dad's basement.
And on the other hand if you're for real it doesn't matter if your big or small either.

- Transparency - yes, tick!
- Honesty - yes, tick!
- Real - yest, tick!

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