How to Build a Meaningful Power Brand


“Strong brands are not made by accident. They are made by design.” 

Listen to Unilever’s brand, marketing, and communication director, Kris Michiels, on how strong brands are created. He argues that the essence of our job as brand leaders and marketeers is strengthening brands from the core – and he suggests how you can start, diving into: 

  • Kantar’s Brand Power model
  • Unilever’s new marketing philosophy
  • The best approach to data 
  • The correlation between purpose, brand power, and brand growth
  • Hellmann’s – should a mayonnaise product have a brand purpose?
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