Unilever: Crafting brands for life

February 26, 2016 | Christophe Fauconnier

Innate Motion helped to build and execute “Crafting Brands for Life” (cB4L), the most ambitious marketing change program in Unilever history. cB4L embarked 7,000 marketers on a journey to put people and purpose at the core of 400 brands.

‘Crafting Brands For Life’ was born to allow people to engage with this change program and to enable Unilever managers to ‘be’ and ‘do’ certain things differently. It was about “putting people first”, uncovering the people in consumers and to do so, the people in the marketers; creating an embodied understanding of these people, not just a theoretical knowledge of their behavior. It was about “building brand love”, engaging fully into the logic that brands are not simply trademarks, but the combination of “a product to buy and an idea to buy into”, recognizing that strong brands are fed by a purpose that people can connect with. It was about “unlocking the magic”, bringing out the magic of the brand in everything it does, and building a “brand experience” rather than just a product and its communication.


We provided thought leadership, developed and rolled out new tools such as the Brand Deep Dives and the immersions, guided the internal change storytelling, and ran positioning work on dozens of brands to, in the words of Paul Polman, “bring back the passion for brands back to the company.”

Discover the reactions of Unilever people after running Crafting Brands for Life Brand Deep Dives on their brands. Click HERE to download the full case study.