It's time to look beyond brands, says Unilever CEO

01/6/2012 | (U.K.)

Green marketers need to think in terms of entire companies rather than just specific brands, says Unilever CEO Paul Polman. Setting and publicizing big environmental goals allows green-marketing efforts to benefit an entire portfolio of brands, Polman argues. "By 2020, people will be saying, 'I'm not only buying into what the individual brands stand for, but what the company stands for,'" he says.

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