Unilever: brands that stand for something grow twice as fast 

Everyone tries to get onto this bandwagon, but not everyone succeeds. Galbreath in his book, Marketing with Meaning wrote about this some years ago, so it’s not new but despite the attempts by various organisations, only a few have gone beyond a pretentious show. The catch about adding value in this way is that you actually have to believe what you are doing at all levels in the organisation

Cut-throat promotions have devalued FMCG brands across Europe, but brands that have purpose and “stand for something” can inject value into a business, according to Jan Zijderveld, president Europe Unilever.

Source: Unilever: brands that stand for something grow twice as fast | Marketing Magazine

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