Michael Polk, the president of Unilever United States, highlights the importance of innovation over
invention in successful marketing strategies. At a recent Wharton Marketing
Conference, Polk defined innovation as “a new idea or method; a change in
something established.”
Michael Polk believes in creating “dislocating ideas”
that disrupt traditional norms within a category. A prime example is Unilever’s
Dove “Campaign for Real Beauty,” which redefined societal standards
of physical attractiveness by focusing on self-esteem and confidence.
With a robust background at Kraft Foods, Polk brought a wealth of experience when he joined
Unilever in 2003. Overseeing brands like Dove, Vaseline, and Axe, Michael Polk has orchestrated significant changes, including streamlining product categories
from 17 to 11 and reducing the brand count from 113 to 59 between 2000 and 2005.
Polk emphasizes understanding consumer behavior deeply. He points out that effective marketing
requires not just insights into what consumers say, but an understanding of
their actual behavior. The success of campaigns like Axe, which shifted the
conversation around male grooming, exemplifies his approach.
Under Michael Polk’s leadership, Unilever continues to adapt and innovate, ensuring its
products remain relevant and impactful in an ever-evolving marketplace. Visit this page on LinkedIn, for additional information.
Learn more about Michael Polk on https://www.principalpost.com/in-brief/michael-polk