Unilever CEO wants brands with purpose or they’re out

Bloomberg News “As chief executive officer of Unilever, Paul Polman transformed the sprawling maker of Dove soap, Knorr stock cubes, Cif cleaning sprays, and Hellmann’s mayonnaise into a test bed for the idea that companies can benefit from affiliation with social causes, such as improved hygiene or better access to toilets. While investors and analysts were initially skeptical, Polman was ultimately lauded for redefining the corporation as something more benign than a purely profit-driven enterprise, even as margins edged up slightly from the midteens to almost 20% during his tenure. Now, Alan Jope, the Scotsman who succeeded Polman in January, is amping up the strategy. Article here.

Brands are not owned they’re borrowed from the customer

Turn Me On

Grscreen-shot-2016-12-16-at-4-11-43-pmeat brands are about storytelling and brand voice success comes when you mitigate the turned-off reaction.

Procter & Gamble Co. is striking back in the razor wars

screen-shot-2016-12-16-at-9-34-50-amCategory busters abound, P&G fires a salvo with a digital campaign taking aim at online rival Harry’s and Dollar Shave Club. Here’s what I shared with Sharon Terlep at The Wall Street Journal:

“Being less serious — and less ostentatious — is a smart move for Gillette, which turned consumers off with decades of marketing aimed at making men feel obligated to buy its razors. The category has been dominated by inadequacy marketing, with things like ‘The best a man can get,” Gillette’s tagline. The Dollar Shave Club and Harry’s come at it with something fun and innovative. The “Welcome Back” concept creates some curiosity, and that’s what it’s about. The question is: Is it too late?”