Unilever's global director of marketing discussed using corporate and product brand messaging to drive sustainable brand value. The company's Unilever Sustainable Living Plan aims to improve health and well-being, reduce environmental impact, and enhance livelihoods by 2020. While product brands play a critical role, Unilever recognizes it cannot achieve its ambitious sustainability goals through product brands alone and must also leverage its corporate brand across channels to connect with consumers and employees on its overarching purpose.

1. Driving Sustainable Brand Value Through
Corporate vs. Product Brand Messaging
¡ Lori Zoppel, Global Director of Marketing, Unilever
Brand, Unilever
SUSTAINABLE BRANDS
LONDON CONFERENCE

2. NOVEMBER 2012
UNILEVER BRAND
SUSTAINABLE BRANDS CONFERENCE

3. OUR PURPOSE

4. UNILEVER SUSTAINABLE LIVING PLAN
www.unilever.com/sustainable-living

5. Unilever Sustainable Living 2020
THREE BIG GOALS BY Plan:
Three big goals

6. WE CAN’T DO IT ALONE

7. AND WE CAN’T DO IT ONLY WITH OUR
PRODUCT BRANDS

8. CONNECTING CONSUMERS WITH THE
CORPORATE BRAND

9. CORPORATE BRAND ACROSS
CHANNELS

10. PRODUCT BRANDS PLAY A CRITICAL
ROLE

11. CONNECTING EMPLOYEES WITH OUR
PURPOSE

12. BUILDING MOMENTUM WITH EXPERTS

13. UNILEVER BELIEVES IN THE POWER OF
AND