Adding Colour: How Dulux Found a Connection With its Customers
Ask anyone you like: sex sells. From Marlboro man to the Cadbury’s Flake girl, we’re suckers for a bit of glamour. But what if your product is inherently unsexy? Think insurance. Think tax. Think paint. For these companies, thinking outside the box is essential. So how do you make an unsexy brand sexy? The answer, according to Paul Randle, Global Digital Marketing Director for international coatings company AkzoNobel, is simple: find the emotional connection.