Unilever’s Conny Braams reveals real beauty behind long-lasting brands

By Zion Rufus

Unilever’s Chief Digital & Commercial Officer, Conny Braams, along with Alessandro Manfredi, Chief Marketing Officer at Dove, recently delivered a captivating session titled ‘The Real Beauty of Long-Lasting Brands’ at the esteemed Cannes Lions International Festival of Creativity 2023.

The conversation shed light on the remarkable growth of brands in the face of ever-changing societies and complex marketing landscapes, emphasizing the enduring allure of long-lasting brands.

During the session, Conny Braams, a seasoned industry expert, expressed the significance of building brands that transcend time and adapt to evolving consumer needs.

Her insights provided valuable guidance to marketers and industry professionals looking to create brands that not only flourish in the present but also stand the test of time.

Highlighting several iconic Unilever brands as examples of this approach, Braam’s stated , “Yes, Dove is real beauty. Magnum stands for pleasure. It is Hellmann’s for food waste. It is Lifebuoy for hand washing. It is Rexona for movement. And it is Hourglass class for cruelty-free.” According to Braam’s, these brands exemplify the essence of their respective categories and serve as guiding lights amidst periods of change and transformation.

Speaking further, she stressed the importance of extending this brand-building philosophy across Unilever’s entire portfolio, emphasizing its role in driving growth and fostering resilience.

“If we take a look at our growth, the majority of it comes from the long-lasting effects of brand building,” Braams affirmed, noting that these brands establish a solid foundation for sales and fortify Unilever’s ability to navigate a dynamic market environment.

Taking a minute to acknowledge the allure of instant measurability and short-term investments, Braams recognized the temptation to focus on immediate gains. However, she emphasized the enduring value of sustained brand building, asserting that Unilever remains committed to investing in the long term.

“The world presents us with numerous new opportunities that offer instant measurability,” she acknowledged. “And that creates an inclination for human nature to gravitate toward short-term investments.”

Despite this temptation, Braams underscored Unilever’s steadfast belief in the long-lasting effects of brand building, reaffirming the company’s dedication to nurturing brands that endure the test of time.