Nivea’s new CMO on ‘walking the talk’

Nivea’s chief marketer explores the details of how the challenges of taking on a new top job and understanding innovation affect the discipline.

Nivea is one of those iconic brands that seems to have been around virtually unchanged for ever. Asim Naseer, Chief Marketing Officer of consumer brands at brand-owner Beiersdorf, confirms that the classic blue container and white logo haven’t evolved much over the brand’s 100-plus year history.

“That’s part of the consistency and the simplicity of Nivea,” he said in an interview at Lions Live. “It’s something that you’ll see now, in many different parts of the world. And what's interesting is when I’ve been to some of these markets is that people think that it’s a brand from there, that...

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