Adding vitality: Ian Stephens explains the thinking behind Unilever's new logo which reflects the development of the previously 'hidden' corporate brand name

Brand Strategy, July, 2004 by Ian Stephens

Consumers around the world choose Unilever products 150 million times a day. Yet as a brand it is almost invisible, because until now it has only talked to the investment community. If you looked on the back of a pack of Persil the 'corporate' brand names you'd find are Lever Faberge and Lever Brothers.

In 1984, Unilever started thinking seriously about its corporate brand during the Persil Power 'fiasco', when the debate over whether it rotted clothes became tabloid news. Having a 'hidden' owner brand was thought to insulate individual product brands within Unilever's portfolio. Of course the story became not a Persil story but a Unilever story. Unilever chairman Niall FitzGerald says this confirmed that the main argument for not doing more with the Unilever brand...