Unilever’s Michael Polk on Transforming Innovation

Michael Polk, president of Unilever United States, emphasizes the power of innovation over mere
invention in modern marketing. Speaking at the Wharton Marketing Conference,
Polk defined innovation as a “new idea or method; a change in something
established.” His insights are drawn from managing prominent brands like
Dove, Axe, and Slim-Fast, showcasing how “dislocating ideas” can
disrupt market norms and drive success. 

One of Polk’s prime examples is the Dove “Campaign for Real Beauty,” which challenges
conventional standards of beauty, promoting self-esteem instead. This campaign
exemplifies how disruptive innovation can redefine an entire category, making it
more relevant to contemporary consumers. 

Michael Polk’s leadership involves a streamlined approach to the
company’s extensive product lineup. Under his guidance, Unilever has reduced
its product categories from 17 to 11, and its brands from 113 to 59, focusing
on core segments that align with their mission to help people “look good,
feel good, and get more out of life.” 

In navigating a rapidly changing market, Michael Polk advocates for a “tri-lingual
organization” fluent in the languages of the consumer, customer, and
company. This strategy allows Unilever to adapt and thrive, ensuring their
innovative ideas resonate universally. 

Go to this page on LinkedIn, for additional information. 

Learn more about Polk on https://www.principalpost.com/in-brief/michael-polk 

Michael Polk, president of Unilever United States, emphasizes the power of innovation over mere invention in modern marketing. Speaking at the Wharton Marketing Conference, Polk defined innovation as a “new idea or method; a change in something established.” His insights are drawn from managing prominent brands like Dove, Axe, and Slim-Fast, showcasing how “dislocating ideas”…