Brand Communication: Contradictions Among Brand Lines

If the branding would have aspect of one of the communication tools, it is really important for companies to tell their values to customers. As the case of Dove and Axe by Unilever, we can see that there are miscommunications between not only each product but also between brands and customers.

This time, because I am taking social scientific approach to the business world, I would like to analyze this case by referring to one of the social scientific theory by Gregory Bateson: Double Bind Theory.

Double Bind Theory

I understand business education here in the United States is focusing more on practical or experiential method, so that this post might be boring for you. However, when I heard of the case last week, I strongly realized the importance of those social scientific approaches.

For most of you who have never heard of this theory, please take a look at the 2^nd definition on this website. http://www.businessdictionary.com/definition/double-bind.html

I am going to interpret this in a simple way.

Double Bind consists of three stages.

1)      The one get message A

2)      Simultaneously, the one get message opposite to A
3)      The one cannot flee from this situation

For instance, if you told by Professor McAlhany to submit the assignment, and you do it.

However, what do you thing if she scold and punch your face?
You must be confused. Those are situations of 1 and 2.
Now, you cannot flee from this situation because you do not want to drop this class in order to graduate Elon University.
This is 3^rd situation.

Finally, you would lose trust to her, or the worst case of Double Bind, you would be psychological illness, which is called “schizophrenia.”

How to relate the case of Unilever?

So, those are “non-exciting” things above…
BUT, now we can adjust to the case of Unilever.

1)      Customers get Dove’s message

2)      Customers also get Axe’s message
3)      Can they flee from this situation? Definitely!! That means they flee from Unilever, i.e., loss of brand loyalty to Unilever.

Double Bind theory is often applied to many situations in the business world.

I really would like you to keep in mind this theory.

*another example…

1) you are working at office, and you are told to report everything to your boss.
2) so that you report everything, but the boss scold you not to report everything
3) you cannot flee from this situation, because you and your boss are in the barrier as form of organizational company.

Most of miscommunications are begun with this type of condition in these days.