Marketing's new champion

Judie Lannon and Keith Weed

If any company epitomises a devotion to brands and brand-building it's Unilever, with brand leaders in many categories nourished faithfully over decades.

Marketing's New Champion

Judie Lannon andKeith WeedLever Faberg

Judie Lannon: Brands are always under pressure from one direction or another. Thinking about the current business environment, what would you see as the significant pressures on brands?

Keith Weed: There are two major pressures on brands. The first one stems from the simple and obvious fact that there are a lot more brands these days. Years ago, consumer goods brands were the main feature of the brandedgoods market, but in the last couple of decades many companies have discovered the value of branding. Now you have insurance companies,...

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