Making of Dirt is Good

David Arkwright is the founding partner of MEAT, a global brand development agency that specialises in brand transformation to create emotionally compelling brand positionings. MEAT's clients include GSK, Bacardi, Unilever, SAB Miller and BP. Prior to this, he led the creation of "Dirt is Good" as Global VP responsible for Unilever's top performance laundry business.

"A thoroughly inspiring must-read for all brand leaders - from the man that made it happen. A very different and most welcome addition for all ambitious marketers" - Ralph Kugler, former Global President, Unilever Home and Personal Care and Main Board Member. "One of the great brand stories of our time. You can feel the difference of someone who has really lived this as opposed to being a mere brand commentator. At BBH we always wished we could claim we had given birth to it. David can. Respect" - Nick Kendall, Group Strategy Director, Bartle Bogle Hegarty. "A testimony to the power of the idea. From re-birthing a brand in a notoriously competitive category...to congregating internal barons globally" - Theo Rodrigues, former Global Senior Vice President, Laundry, Unilever.

• 1.Apocalypse: creating a vivid definition of the brand and business challenge 2.Shrink the World: re-connecting with the consumer at a profound human level 3.Blurred Vision: developing a motivating vision of the future 4.Outside In: creating a state of formal disruption and "macroscopic" thinking 5.Flock: creating a team of committed co-conspirators, and dealing with regional barons 6.Blindness: manifesting the brand idea with unique and compelling symbols 7.Beach: realising the creative essence of the brand via a virtuoso performance 8.Circus: creating brand believers globally 9.Sunlight: delivering brand conceived innovation 10.Movement: spreading the word via brand activism and activation