Gartner Research

Case Study: Unilever Uses WCM to Manage Changes to Its Corporate Branding

Published: 16 December 2008

ID: G00162579

Analyst(s): Mick MacComascaigh

Summary

Unilever is the name behind many well-known consumer products. We look at how this global multinational used Web content management to maintain global brand consistency while successfully rolling out its new logo.

Table Of Contents
  • Overview
  • Introduction
  • The Challenge
  • Approach
    • The Initial WCM Project
    • The Global Rebranding Initiative
  • Results
  • Critical Success Factors
  • Lessons Learned

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