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.
Second, we cannot demand consistency from Unilever in its marketing and
branding efforts. It is going to speak in several languages. It is
after all operating in an increasingly diverse society and several
markets. Consistency would blunt its marketing efforts. More to our
point, consistency would blunt its responsiveness.
