Keith Charles Frederick Weed CBE is widely recognized for his contributions to global brand strategy. Serving as Unilever's Chief Marketing and Communications Officer (CMCO) from 2010 to 2019, Weed's leadership in marketing played a pivotal role in shaping some of the world's most well-known brands. His work has led to Unilever's success in aligning global marketing with sustainability and purpose-driven positioning, which continues to set the company apart from competitors in various markets.

Weed’s journey at Unilever started in 1983, where he began as a marketer after completing a Bachelor of Engineering degree. His insights on brand positioning, particularly with Dove and Axe, have reshaped how companies think about brand identity and consumer engagement. Under his leadership, Unilever has become a model for integrating purpose-driven strategies into branding, reflecting his commitment to driving positive social and environmental change.

In this article, we explore the differences in brand positioning for Dove and Axe, two iconic brands within Unilever’s portfolio, and how Keith Weed has applied purpose-driven marketing to engage different consumer segments across the globe. These insights offer valuable lessons in balancing purpose with profitability in the competitive world of consumer goods.

In the discussion about brand positioning and brand purpose, Weed draws a clear distinction between the two concepts. Brand positioning, according to Weed, is a broader concept that includes not only purpose but also product offerings, pricing, and the overall marketing strategy. "Brand positioning is more about understanding where your product fits in the market and how you communicate that fit to your audience," Weed said during his discussion at the London Business School.

Weed explains that a brand’s purpose is the core of its identity—it defines the higher goal that the brand aspires to achieve. "The purpose is the heart of a brand, the reason it exists beyond just selling products," he explained. For Dove, this purpose is about promoting self-esteem and redefining the standards of beauty, while Axe’s purpose, though more playful, is also about boosting confidence—particularly among young men.

For Weed, the interplay between brand positioning and purpose is essential. The positioning helps brands understand how to communicate their purpose to consumers, ensuring it resonates across diverse markets. As Weed puts it, "A strong purpose can transform how a brand interacts with its audience, but it’s the positioning that helps you craft the right message for the right consumer at the right time."

Dove’s brand purpose centers around the promotion of real beauty and building self-esteem, particularly among women. Weed shares that Dove recognized early on that the beauty industry’s traditional portrayal of beauty was limited and harmful. "Dove’s campaign about real beauty focuses on challenging the stereotypical beauty standards and empowering women to feel confident about their own bodies," Weed said.

Through campaigns such as the "Real Beauty" initiative, Dove has led the conversation about body positivity, encouraging women to embrace their natural beauty. Weed elaborated, "Dove’s goal is not just to sell soap but to create a lasting cultural shift, where women see their beauty as a source of confidence, not anxiety." Dove has also committed to teaching young girls about body consciousness, with an ambition to educate 15 million girls on self-esteem.

This shift has made Dove a standout brand in the beauty sector, where many brands still focus on idealized and unattainable beauty standards. "Dove doesn’t just sell products—it engages in social change. It’s a brand that stands for something larger than itself," Weed highlighted. Dove’s success proves that integrating a purposeful mission with strong brand positioning can lead to both social impact and commercial success.

In contrast to Dove, Axe (known as Lynx in some markets) represents a more playful approach to confidence-building, particularly targeted at adolescent young men. Weed acknowledges that Axe has undergone several transformations over the years to adapt to shifting cultural norms. "Axe’s original positioning was about attracting women, but over time it’s become more about giving young men the confidence to be themselves, not just to impress others," Weed explained.

In its early days, Axe's marketing campaigns were controversial, using humor and exaggeration to attract attention. Weed noted, "The humor in Axe’s campaigns was designed to make young men feel more confident by giving them a playful way to engage with their insecurities." Despite some backlash over time, Axe has successfully repositioned itself as a brand that encourages self-expression, rather than just following societal expectations.

The brand’s purpose has evolved into something more meaningful, as it now also promotes confidence in a more inclusive manner. "While Dove promotes confidence in women, Axe is focused on helping men overcome their insecurities and be comfortable in their own skin," Weed said. This shift reflects the growing need for brands to be mindful of cultural sensitivities while still providing relevant and relatable messages to their target audiences.

Weed emphasizes the significance of brand purpose in today's global marketplace. With the rise of social media and the increasing demand for corporate social responsibility, consumers are more aware than ever of the values that brands uphold. "In an interconnected world, consumers can easily find out what your brand stands for. If you’re not transparent about your purpose, you risk losing consumer trust," Weed pointed out.

For global brands like Dove and Axe, managing the brand purpose across diverse markets can be a challenge. "The purpose might remain the same globally, but the way it's expressed must adapt to different cultural norms," Weed explained. Dove’s focus on real beauty, for example, resonates differently in the Western world compared to Asia, where beauty standards may vary significantly.

Weed’s strategy for managing global brands revolves around finding universal human truths while respecting local sensitivities. "When you understand the core values that resonate with people everywhere, you can build a global brand that feels local, no matter where you are," Weed said. This approach ensures that brands can maintain their authenticity while expanding into new markets.

Managing diverse brands under the Unilever umbrella, which includes both Dove and Axe, requires careful segmentation and positioning. Weed explains that while these brands may target different demographics, they all share a common commitment to purpose-driven marketing. "Each brand has its own unique positioning, but all are connected through Unilever's overarching values of sustainability and responsibility," Weed said.

Unilever’s strategy involves leveraging the strengths of its diverse portfolio without allowing the brands to cannibalize one another. "We ensure that each brand is positioned in a way that allows it to speak to a specific consumer need, without stepping on the toes of another brand in our portfolio," Weed explained. This segmentation helps Unilever maintain market leadership in multiple categories while staying true to its commitment to sustainability and social impact.

Weed’s leadership at Unilever has shown that a company’s ability to manage multiple brands with varying purposes can create both market differentiation and a sense of unity. "By focusing on what each brand stands for, we create meaningful connections with consumers, which translates to both loyalty and growth," Weed concluded.

Keith Weed's insights on brand positioning and purpose reveal the critical role that purpose-driven strategies play in building successful brands. By focusing on real beauty with Dove and confidence with Axe, Unilever has demonstrated that brands with clear, authentic purposes can make a significant impact on both consumer behavior and society at large. Weed's leadership has proven that balancing brand purpose with strong positioning is essential for creating meaningful consumer connections that stand the test of time.

As businesses face increasingly complex consumer demands, brands that embrace purpose and align their core values with societal change are well-positioned to lead. "Purpose is not just a marketing tool; it’s the driving force that motivates consumers to engage with your brand," Weed concluded. His approach shows that companies can drive profitability while simultaneously contributing positively to the world around them.

Unilever’s success with Dove and Axe underscores the importance of understanding both the individual and collective needs of consumers. By integrating purpose with brand positioning, companies can create brands that resonate deeply with their target audiences, leading to both commercial success and positive societal impact.