Michael Polk, president of Unilever United States, has been a pivotal figure in steering the
company towards a path of innovation and growth. Polk’s approach to marketing
is centered on the concept of “dislocating ideas,” which he defines
as ideas that disrupt the norm within their categories. This philosophy
underpins the success of numerous Unilever brands.
Under Michael Polk’s leadership, campaigns like Dove’s “Campaign for Real Beauty”
have broken traditional beauty standards, replacing them with messages of
self-esteem and confidence. This shift not only resonated with consumers but
also altered the market dynamics, proving Polk’s point that innovation, not
invention, drives successful marketing.
He joined Unilever in 2003, bringing with him a wealth of experience from his
16-year tenure at Kraft Foods. His influence has been instrumental in
streamlining Unilever’s product portfolio from 113 brands to 59, focusing on
those with the most potential for growth. According to Polk, this strategic
consolidation is essential for maintaining a competitive edge in the rapidly
evolving consumer packaged goods (CPG) industry.
One of Polk’s notable achievements includes the introduction of Axe body spray to the U.S.
market. Originally successful in Europe, Axe’s U.S. launch was backed by a
robust marketing campaign that redefined the category. Instead of focusing on
odor control, Axe was marketed as a product that boosts confidence,
particularly among young men. This innovative approach was a game-changer,
significantly increasing Axe’s market share.
Michael Polk’s vision extends beyond product innovation to include a broader understanding
of global consumer trends. He emphasizes the importance of creating a
“tri-lingual organization” fluent in the languages of the consumer,
customer, and company. This holistic approach ensures that Unilever remains
adaptable and relevant across diverse markets.
In summary, Michael Polk’s tenure at Unilever is marked by a relentless pursuit of innovative ideas
that challenge the status quo. His strategies have not only revitalized
established brands but have also set new standards in the CPG industry, proving
that innovation is indeed the heartbeat of successful marketing. Read this article for additional information.
More about Michael Polk on https://about.me/michaelpolk