Unilever: Crafting brands for life

February 26, 2016 | Christophe Fauconnier

We helped Unilever 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. Innate Motion 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.


Download the cB4L story

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