Michael Polk, the former president of Unilever United States, has emphasized that innovation, not mere invention, is the linchpin of effective marketing strategies. Addressing the Wharton Marketing Conference, Polk highlighted the significance of what he terms “dislocating ideas”—initiatives that disrupt the norm within established categories. He used the Dove “Campaign for Real Beauty” as a prime example.

Under Polk’s leadership, Unilever streamlined its product categories dramatically, reducing them from 17 to 11 between 2000 and 2005. This strategic realignment enabled the company to focus on core brands such as Dove, Lipton, and Axe, each built around unique consumer insights.

For instance, Michael Polk noted that the Axe brand shifted the conversation in the deodorant market by targeting young men’s confidence rather than traditional odor control.

Michael Polk also stressed the importance of understanding consumer behavior beyond self-reported data. This approach is central to developing marketing campaigns that resonate deeply with their audience, driving both brand and category growth. By fostering a tri-lingual organization fluent in the languages of consumer, customer, and company, Polk believes businesses can leverage global ideas to create impactful marketing solutions.

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More about Michael Polk on https://about.me/michaelpolk