Comments on: Is Unilever Running Out Of Ideas? http://www.psfk.com/2008/07/is-unilever-running-out-of-ideas.html Ideas & Trends Sun, 22 Nov 2009 15:54:54 -0800 http://wordpress.org/?v=2.8.4 hourly 1 By: Johnny Brand Guy http://www.psfk.com/2008/07/is-unilever-running-out-of-ideas.html/comment-page-1#comment-83651 Johnny Brand Guy Tue, 12 Aug 2008 01:07:18 +0000 http://www.psfk.com/2008/07/is-unilever-running-out-of-ideas.html#comment-83651 Yes!--“coming up with real brands that connect with the modern consumer” is exactly the challenge that these CPG companies face. Much like journalistic challenge for the small and nimble PSFK or a larger media behemoth, is “coming up with real articles that resonate and drive interest from the modern audience”. Since I comment back, you have been “successful” in some regard. First, let us delve into what defines “success” in this space? I love what Method has done, but their market share is very small compared to the large players. If success is measured by interest from the press, then surely journalists will declare victory for the smaller, more nimble operation for introducing forward-looking “green” products with innovative design. If success is measured by market share relative to their competition, then Method has not done as well as the larger players. Method gets their talent from the "armies of brand managers" at P&G, General Mills, Kraft, Unilever, etc. So if you want to claim Method is more “successful”, what is the cause? Is this due to the knowledge, skills, and experience that these brand mangers attained while at a large corporation? Or is it that Method provides the more inspirational, lean, and entrepreneurial environment to foster this success in innovation? Surely, both these share credit for the cause. So, if these brand managers are of the same general background, why then are smaller players so much more well equipped for the 'challenge du temps' than the major players? And if there is a justifiable cause (such as superior process, culture, collaboration) why is this not better reflected in their relative market share? Yes!–“coming up with real brands that connect with the modern consumer” is exactly the challenge that these CPG companies face. Much like journalistic challenge for the small and nimble PSFK or a larger media behemoth, is “coming up with real articles that resonate and drive interest from the modern audience”. Since I comment back, you have been “successful” in some regard.

First, let us delve into what defines “success” in this space? I love what Method has done, but their market share is very small compared to the large players. If success is measured by interest from the press, then surely journalists will declare victory for the smaller, more nimble operation for introducing forward-looking “green” products with innovative design. If success is measured by market share relative to their competition, then Method has not done as well as the larger players.

Method gets their talent from the “armies of brand managers” at P&G, General Mills, Kraft, Unilever, etc. So if you want to claim Method is more “successful”, what is the cause? Is this due to the knowledge, skills, and experience that these brand mangers attained while at a large corporation? Or is it that Method provides the more inspirational, lean, and entrepreneurial environment to foster this success in innovation? Surely, both these share credit for the cause. So, if these brand managers are of the same general background, why then are smaller players so much more well equipped for the ‘challenge du temps’ than the major players? And if there is a justifiable cause (such as superior process, culture, collaboration) why is this not better reflected in their relative market share?

]]> By: Mattski2000 http://www.psfk.com/2008/07/is-unilever-running-out-of-ideas.html/comment-page-1#comment-72476 Mattski2000 Mon, 04 Aug 2008 15:37:09 +0000 http://www.psfk.com/2008/07/is-unilever-running-out-of-ideas.html#comment-72476 Surely this move is more territorial than brand led? Unilever are weaker in the U.S. than P&G, but stronger in emerging markets. So they're selling some of their struggling businesses in one region to facilitate growth in another. I think it's more business led than marketing/brand led... Surely this move is more territorial than brand led?

Unilever are weaker in the U.S. than P&G, but stronger in emerging markets. So they’re selling some of their struggling businesses in one region to facilitate growth in another.

I think it’s more business led than marketing/brand led…

]]> By: Michael Powell http://www.psfk.com/2008/07/is-unilever-running-out-of-ideas.html/comment-page-1#comment-64741 Michael Powell Thu, 31 Jul 2008 17:05:14 +0000 http://www.psfk.com/2008/07/is-unilever-running-out-of-ideas.html#comment-64741 While as someone who works in the branding field, I wouldn't defend Unilever brands in any way, this blog post is sorely off the mark when it comes to understanding this transaction. Vestar Capital Partners is not a "VC" firm, it's a private equity firm that is doing a leveraged buyout of Unilever. In our current economic conditions, you'll note that there aren't many IPOs going on, but the time is ripe for LBO (leveraged buyout). Vestar is betting that Unilever brands are under-valued, not that they've run out of ideas. While there's a chance that Vestar could introduce new brand management, I think the real discussion should be whether there are examples out there of private equity firms helping build better brands or if they're just vultures? My perception is that these types of firms are pretty conservative...and they probably don't read psfk. While as someone who works in the branding field, I wouldn’t defend Unilever brands in any way, this blog post is sorely off the mark when it comes to understanding this transaction. Vestar Capital Partners is not a “VC” firm, it’s a private equity firm that is doing a leveraged buyout of Unilever. In our current economic conditions, you’ll note that there aren’t many IPOs going on, but the time is ripe for LBO (leveraged buyout). Vestar is betting that Unilever brands are under-valued, not that they’ve run out of ideas. While there’s a chance that Vestar could introduce new brand management, I think the real discussion should be whether there are examples out there of private equity firms helping build better brands or if they’re just vultures? My perception is that these types of firms are pretty conservative…and they probably don’t read psfk.

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