Last week Unilever announced research showing that one-third of consumers now purchase its brands based on their good social and environmental performance, but went on to suggest that brands are missing an opportunity from not promoting sustainability effectively. Getting this right could unlock a further $1trn market opportunity for sustainability innovators.
Everyone knows about ROI, as in “return on investment.” But for evaluating the success of an experiential brand event or marketing campaign, businesses should take an equally close look at ROI, as in “return on innovation.”
Consumer products giant Unilever has begun to use consumers as a source for insights and ideas for two of its top brands, Closeup and Pond’s. Together with Carrotmob Unilever co-creates sustainability campaigns. Read further how Unilever leverages the power of co-creation.
You’re the leading branded FMCG player in your market. You are a well-known and respected company with a long heritage of consistently outperforming other major brands. Yet, despite this heritage, you are underperforming in one market segment that is showing strong growth. Bryan Urbick explores how to capture share of a lucrative and growing market.
What does it take for companies to market new, innovative capabilities as a service? The challenge to expand beyond products is daunting, but as market exemplars show, the returns on the investment can be worth it. The case studies explored in this article illustrate the extent to which services demand a premium in the market, drive differentiation from the competition, and build loyalty.