Unilever learns to "unlock the magic"

In this article, Rob Candelino, Unilever's vice president, brand building, talks about how Unilever seeks to "craft" its brands, and thus create strong bonds with consumers.

Unilever learns to "unlock the magic"

Geoffrey PrecourtWarc

Attendees at the Association of National Advertiser's 2013 Media Leadership Conference got a peek under the brand hood with a "Crafting Brands for Life" presentation by Rob Candelino, Unilever's vice president, brand building.

"I'm painfully aware that I'm a brand guy not really qualified to speak to a group of media executives as a media conference about the subject of media," his presentation began. "So I'm not even going to try."

Rob Candelino talks about "crafting" brands

Candelino, instead, "thought it would be interesting would be to tell you a story...

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