Michael Polk, president of Unilever United States, emphasizes the critical role of innovation
in successful marketing campaigns. At the third Wharton Marketing Conference,
Polk defined innovation as a “new idea or method; a change in something
established,” distinguishing it from mere invention. 

Under Polk’s leadership, Unilever United States has streamlined its product portfolio, reducing categories from 17 to
11 and brands from 113 to 59 between 2000 and 2005. This strategic focus has
allowed the company to concentrate on its core mission: helping people
“look good, feel good, and get more out of life.” 

Polk cites the Dove “Campaign for Real Beauty” as a prime example of innovative
marketing. The campaign challenges traditional beauty norms and promotes
self-esteem. According to Polk, initiatives like Dove’s succeed by changing the
status quo within their category. 

Moreover, Michael Polk underscores the importance of understanding consumer behavior. Effective
marketing, he argues, is not just about having data but having the right data.
This allows companies to drive category growth by expanding their relevance and
stretching their value proposition. 

In an era of rapid technological change and shifting economic power, Polk believes that companies
must adapt by offering solutions that resonate with evolving consumer trends. Visit
this page for more information. 

Learn more about Michael Polk on https://www.crunchbase.com/person/michael-b-polk