Kimberly Clark: a health brand drastically changing its marketing approach

Placing your customer at the center of everything you do.

Good interview – Kimberly-Clark: Breaking the Marketing Mold – by Brandon Gutman which appeared in Forbes with Andrew Meurer, VP of adult, feminine and senior care for Kimberly-Clark. Andrew talks about the U by Kotex campaign, and that in order to successfully “Break the Cycle” of everything in feminine care, K-C needed to drastically change its entire marketing approach.

But the driver to K-C’s ability to break the marketing mold – “placing the consumer at the center of everything we do to ensure we understand what consumers need and then quickly translate that understanding into meaningful innovations, marketing programs and indispensable brands.”

Pretty simple really. If you’re willing to do the hard work to first understand what your customers are ultimately trying to achieve.

Eric Brody

Eric Brody is President of Trajectory, a brand and marketing firm specializing in creating momentum for businesses across the health + wellness continuum. The common threads are consumers who want to get well, stay well and play well, and brands that fulfill these aspirations and goals.

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