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- Multimedia (1)
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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... View Details
Keywords: 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... View Details
Keywords: 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... View Details
Keywords: Martha Lagace
- 30 Jun 2020
- Book
Capitalism Is More at Risk Than Ever
long espoused a “doing well by doing good” philosophy going back to founding figure William Lever. In the late nineteenth century, Lever had built a business by making and selling household soap that he hoped would improve hygiene and... View Details
Keywords: by Martha Lagace