The Making of Dirt is Good

A personal journey of Brand Transformation

By David Arkwright MEAT

Written from the global brand frontline, MEAT Global Vice President David Arkwright gives a previously unseen perspective on what it was really like to build ‘Dirt is Good’ for OMO and Persil globally.

A celebrated case-study in creating global brands with a transformative idea at their very core. We see the real trials, challenges and successes which confront international marketers the world over, told in a very personal and engaging real-time adventure.

Each one of the ten chapters tells the real-life story of each stage of the Journey. At the end of each stage, we see a sharp summary of the real, practical learnings.

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