Unilever CMO Keith Weed says an Axe-branded phone sold in Latin America is emblematic of where brand building is going. He says the convergence of entertainment, media and brands means marketers must
think beyond the product. "We . . . have to connect much more with content and make our brands more relevant," says the marketer at the second-largest advertiser in the world after P&G.
A group of 20 Unilever executives traveled to Silicon Valley last spring to immerse themselves in social media as part of the company's "digital journey." The company is also meeting with content
companies like Disney to create entertainment properties. Weed said gaming is another viable platform for the company.
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