How Unilever and Coca-Cola build brand purpose
Brian CarruthersWarc
When Lord Leverhulme launched Sunlight soap back in 1884, his aim to was to "make cleanliness commonplace". One hundred and thirty two years on, the idea of brand purpose still takes centre stage at the company he founded and in the portfolio of FMCG brands it owns.
At the Guardian Changing Media Summit 2016, an event held in London in March, Keith Weed, chief marketing officer at Unilever, outlined how the business had gone about explaining "the brand behind the brand" as it sought to add value to the...