Kathleen Dunlop's guest appearances

Kathleen Dunlop

Marketing Today with Alan Hart

Purpose 360

Dorie Clark

Harley Davidson

Seth Godin

Jill Thomas

Ryan Leslie

Bob Hoffman

Paul Smith

Grant Johnson

Ryan Bonnici

Daryl Evans

Peter Shankman

Tom Goodwin

Cal Fussman

Steve Lucas

Drew Neisser

OwlTail

How do you find your brand’s super power? Kathleen Dunlop, Global Brand VP at Unilever, is back to share the story behind the brand's efforts to take a stand in the market and beyond.With a mandate to “do good” from one of the world’s largest companies, the team behind the Vaseline brand set out to find their eponymous product’s super power. Kathleen Dunlop, Global Brand VP at Unilever, joins Carol to explore the conversations, insights, and “aha” moments that took “The Healing Power of Vaseline” into conflict zones, refugee camps, and community health centers to provide potentially life-saving wound protection.Unilever has long been the bellwether of purpose-driven brands. The company’s 360-degree Sustainable Living Plan acts as a guiding framework for the company’s operations, product development, go-to-market strategies, communications, and growth. Paul Polman, Unilever’s CEO, mandates that all billion-dollar brands must now embrace a social mission. This visionary strategy has paid off tremendously: in 2017, Sustainable Living brands returned 70% of overall turnover growth for Unilever.While brands like Ben &amp; Jerry’s have a legacy as mission-driven organizations, and Dove has the now well-known Campaign for Real Beauty, finding Vaseline’s social purpose took some soul searching. As a product that touches the skin of hundreds of millions of people each day, Dunlop and her team understood the need to imbue Vaseline with a focused, meaningful, and exponentially impactful social purpose.Listen in to hear about that journey – from roundtable conversations to bringing Vaseline Healing Project to Life.Resources: Vaseline Healing Project Connect with Katherine Dunlop on LinkedIn

How do you find your brand’s super power? Kathleen Dunlop, Global Brand VP at Unilever, is back to share the story behind the brand's efforts to take a stand in the market and beyond.With a mandate to “do good” from one of the world’s largest companies, the team behind the Vaseline brand set out to find their eponymous product’s super power. Kathleen Dunlop, Global Brand VP at Unilever, joins Carol to explore the conversations, insights, and “aha” moments that took “The Healing Power of Vaseline” into conflict zones, refugee camps, and community health centers to provide potentially life-saving wound protection.Unilever has long been the bellwether of purpose-driven brands. The company’s 360-degree Sustainable Living Plan acts as a guiding framework for the company’s operations, product development, go-to-market strategies, communications, and growth. Paul Polman, Unilever’s CEO, mandates that all billion-dollar brands must now embrace a social mission. This visionary strategy has paid off tremendously: in 2017, Sustainable Living brands returned 70% of overall turnover growth for Unilever.While brands like Ben &amp; Jerry’s have a legacy as mission-driven organizations, and Dove has the now well-known Campaign for Real Beauty, finding Vaseline’s social purpose took some soul searching. As a product that touches the skin of hundreds of millions of people each day, Dunlop and her team understood the need to imbue Vaseline with a focused, meaningful, and exponentially impactful social purpose.Listen in to hear about that journey – from roundtable conversations to bringing Vaseline Healing Project to Life.Resources:<ul> <li><a href="http://healingproject.vaseline.us/global/" rel="nofollow" target="_blank">Vaseline Healing Project</a></li> <li><a href="https://www.linkedin.com/in/kathleen-dunlop-unilever/" rel="nofollow" target="_blank">Connect with Katherine Dunlop on LinkedIn</a></li></ul>

Brands That Take A Stand with Unilever's Kathleen Dunlop

With a mandate to “do good” from one of the world’s largest companies, the team behind the Vaseline brand set out to find their eponymous product’s super power. Kathleen Dunlop, Global Brand VP at Unilever, joins Carol to explore the conversations, insights, and “aha” moments that took “The Healing Power of Vaseline” into conflict zones, refugee camps, and community health centers to provide potentially life-saving wound protection.Unilever has long been the bellwether of purpose-driven brands. The company’s 360-degree Sustainable Living Plan acts as a guiding framework for the company’s operations, product development, go-to-market strategies, communications, and growth. Paul Polman, Unilever’s CEO, mandates that all billion-dollar brands must now embrace a social mission. This visionary strategy has paid off tremendously: in 2017, Sustainable Living brands returned 70% of overall turnover growth for Unilever.While brands like Ben &amp; Jerry’s have a legacy as mission-driven organizations, and Dove has the now well-known Campaign for Real Beauty, finding Vaseline’s social purpose took some soul searching. As a product that touches the skin of hundreds of millions of people each day, Dunlop and her team understood the need to imbue Vaseline with a focused, meaningful, and exponentially impactful social purpose.Listen in to hear about that journey – from roundtable conversations to bringing Vaseline Healing Project to Life.Resources: Vaseline Healing Project Connect with Katherine Dunlop on LinkedIn

With a mandate to “do good” from one of the world’s largest companies, the team behind the Vaseline brand set out to find their eponymous product’s super power. Kathleen Dunlop, Global Brand VP at Unilever, joins Carol to explore the conversations, insights, and “aha” moments that took “The Healing Power of Vaseline” into conflict zones, refugee camps, and community health centers to provide potentially life-saving wound protection.Unilever has long been the bellwether of purpose-driven brands. The company’s 360-degree Sustainable Living Plan acts as a guiding framework for the company’s operations, product development, go-to-market strategies, communications, and growth. Paul Polman, Unilever’s CEO, mandates that all billion-dollar brands must now embrace a social mission. This visionary strategy has paid off tremendously: in 2017, Sustainable Living brands returned 70% of overall turnover growth for Unilever.While brands like Ben &amp; Jerry’s have a legacy as mission-driven organizations, and Dove has the now well-known Campaign for Real Beauty, finding Vaseline’s social purpose took some soul searching. As a product that touches the skin of hundreds of millions of people each day, Dunlop and her team understood the need to imbue Vaseline with a focused, meaningful, and exponentially impactful social purpose.Listen in to hear about that journey – from roundtable conversations to bringing Vaseline Healing Project to Life.Resources:<ul> <li><a href="http://healingproject.vaseline.us/global/" rel="nofollow" target="_blank">Vaseline Healing Project</a></li> <li><a href="https://www.linkedin.com/in/kathleen-dunlop-unilever/" rel="nofollow" target="_blank">Connect with Katherine Dunlop on LinkedIn</a></li></ul>

Nurturing a Life-Changing Brand with Unilever's Kathleen Dunlop

Kathleen Dunlop is global marketing director for the Unilever brand, Vaseline. In this week's “Marketing Today” podcast, she talks about “The Vaseline Healing Project,” a social-mission initiative created and developed in collaboration with BBH and the nonprofit organization, Direct Relief. That effort was recognized with a 2017 Effie Award in the Personal Care category. In her discussion with Alan Hart, she also touches on experiences that have shaped her, particularly her mission to Jordan as part of “The Vaseline Healing Project,” and how efforts there were “literally helping people get back on their feet.” And she talks about brands connecting with consumers through purposeful storytelling with a conscience: “The most powerful stories today, the ones that seem to be connecting the most with the people who buy our products, are the ones about purpose, the ones that take a stand…If you don't take a stand, and people can be indifferent to you, you will find you have no followers.” Highlights from this week's “Marketing Today” podcast include:Dunlop discusses the key insight for “The Vaseline Healing Project.” (0:33)The delight in having a product that can help people in difficult circumstances. (4:14)Finding the right partners: The team behind “The Vaseline Healing Project.” (6:24)Marketing effectiveness: Communicating a brand's purpose with a relevant story to drive business. (8:56)Dunlop's formula for success: “Be curious and say yes.” (11:42)A challenge facing marketers: The danger is trying to be everything to all people and ending up not being special to anyone. (19:07)Support the show: https://www.patreon.com/marketingtodaySee omnystudio.com/listener for privacy information. Become a member today and listen ad-free, visit https://plus.acast.com/s/marketingtoday.  Hosted on Acast. See acast.com/privacy for more information.

<a href="https://www.linkedin.com/in/kathleen-dunlop-8840401/" rel="nofollow" target="_blank">Kathleen Dunlop</a> is global marketing director for the Unilever brand, <a href="http://www.vaseline.us/" rel="nofollow" target="_blank">Vaseline</a>. In this week's “Marketing Today” podcast, she talks about “The Vaseline Healing Project,” a social-mission initiative created and developed in collaboration with BBH and the nonprofit organization, Direct Relief. That effort was recognized with a 2017 Effie Award in the Personal Care category. In her discussion with Alan Hart, she also touches on experiences that have shaped her, particularly her mission to Jordan as part of “The Vaseline Healing Project,” and how efforts there were “literally helping people get back on their feet.” And she talks about brands connecting with consumers through purposeful storytelling with a conscience: “The most powerful stories today, the ones that seem to be connecting the most with the people who buy our products, are the ones about purpose, the ones that take a stand…If you don't take a stand, and people can be indifferent to you, you will find you have no followers.” Highlights from this week's “Marketing Today” podcast include:<ul><li>Dunlop discusses the key insight for “The Vaseline Healing Project.” (0:33)</li></ul><ul><li>The delight in having a product that can help people in difficult circumstances. (4:14)</li></ul><ul><li>Finding the right partners: The team behind “The Vaseline Healing Project.” (6:24)</li></ul><ul><li>Marketing effectiveness: Communicating a brand's purpose with a relevant story to drive business. (8:56)</li></ul><ul><li>Dunlop's formula for success: “Be curious and say yes.” (11:42)</li></ul><ul><li>A challenge facing marketers: The danger is trying to be everything to all people and ending up not being special to anyone. (19:07)</li></ul><a href="https://www.patreon.com/marketingtoday" rel="payment nofollow" target="_blank">Support the show: https://www.patreon.com/marketingtoday</a>See <a href="https://omnystudio.com/listener" rel="nofollow" target="_blank">omnystudio.com/listener</a> for privacy information. Become a member today and listen ad-free, visit <a href="https://plus.acast.com/s/marketingtoday" rel="payment nofollow" target="_blank">https://plus.acast.com/s/marketingtoday</a>. Hosted on Acast. See <a href="https://acast.com/privacy" rel="noopener noreferrer nofollow" target="_blank">acast.com/privacy</a> for more information.