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He called himself Mohammed Ali. He looked the same and he fought the same, but was he really the same? Would this change made to his persona change who he essentially was? Change is an essential part of any brand's life. Competition in the 21st century is enormously tough, and in order to survive, brands have to constantly reinvent themselves in order to remain attractive to consumers and secure a place in their purchase set. The younger the target market, the more this is the case. Given this occurrence, then, one could argue that consumers are used to the constant change in the marketplace, but how far can marketers push this without running the risk of consumers wondering if, after all the changes have been made, their brand is still their old favourite?
This was the dilemma faced by Unilever, manufacturer of South Africa's no...
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