How to Define a Brand's Soul

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SAN FRANCISCO Laurence Knight, Unilever veteran and consultant to Unilever brands such as Dove, Axe, Caress and Pond’s, likes to preach that a brand needs soul in order to thrive, especially as the world gets more digital. What brands have the most soul?

Adweek‘s Joan Voight had to know. The answers she gets from Knight, the president of Fletcher Knight, are not what you might guess. Here’s a hint. Do you shop at Costco?

Q: What is the difference between a brand with soul and one that is soulless?
A: Brands with soul share a passion and motivation with their consumers, they have a clear reason for being.



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