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- 26 Apr 2010
- Research & Ideas
When Other Companies Compete Like Crazy, Dare to Be Different
bar soap or running shoes, and make a list of what is different between the products within the category. The list may be long, but an overwhelming number of those differences will almost certainly be trifling. When a category reaches...
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by Sarah Jane Gilbert
- 30 Aug 2011
- First Look
First Look: August 30
known and recognized as a marketing machine. It was the largest advertiser in the world, with 2010 spending of $8.68 billion. From the company's early exploitation of broadcast media (radio and television) for its soap products to more...
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Sean Silverthorne
- 14 Nov 2007
- First Look
First Look: November 14, 2007
sectors beyond the original bath soap category. The development causes the brand team to take a fresh look at the clichés of the beauty industry. The result is the controversial Real Beauty campaign. As the campaign unfolds, Unilever...
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Martha Lagace
- 30 Jun 2020
- Book
Capitalism Is More at Risk Than Ever
The book Capitalism at Risk first appeared in 2011. The problems it identified with social inequality, global trade strife, and environmental degradation have only accelerated by 2020. The new edition of Capitalism at Risk, subtitled How Business Can Lead, is expanded...
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by Martha Lagace