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Unilever Reveals Brands 'With Purpose' Grow Twice As Fast

Cut-throat promotions have devalued FMCG brands across Europe but brands that have purpose and "stand for something" can inject value into a business, according to Jan Zijderveld, president Europe Unilever. Speaking at the IGD Big Debate in London today, Zijderveld said that brands with "purpose" at the heart of their message were growing at twice the rate of other brands across Unilever's portfolio. 

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