Unilever's Michael Polk: It's All about 'Dislocating Ideas'

Published: November 15, 2006 in Knowledge@Wharton

To drive home the subject of his speech at the recent third annual Wharton Marketing Conference, Michael Polk, president of Unilever United States, flashed up a definition straight from the dictionary: 'Innovation: a new idea or method; a change in something established.' "It's not invention.... It's innovation" that is at the heart of successful marketing campaigns, Polk said. It's all about coming up with "dislocating ideas" that "disrupt the norm in a category."

He used the example of Unilever's Dove "Campaign for Real Beauty," which debunks the traditional notion of physical beauty and replaces it with a message of self esteem and confidence. Good marketing initiatives, like the Dove campaign, succeed because they "change the status quo" in a category, he suggested. Polk shared his philosophy of marketing in a keynote address at the conference whose theme was "Leading Change through Innovation."

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