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The New Language of Marketing 2.0: How to Use ANGELS to Energize Your Market by Sandy Carter

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Focus on Unilever’s Dove Brand

Oliver Engels is the European brand director for Dove, which is one of the key brands for Unilever. Unilever innovates at the global level through global innovation centers that drive the strategic brand development for Dove. The global team provides the regions with communication and marketing mix. Engels ensures that the innovations and the marketing mixes that are provided by the global teams meet the needs of Europe. The goal is to develop value propositions and consumer benefits that work globally but can be adjusted locally.

The Global-Local Concept at Dove

When you think about Dove, the essence of the brand is honest beauty. The brand value for Dove has been, since its infancy, to produce products ...

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