A company's brand is driven by the creativity of its employees, which is why business leaders need to focus on giving employees the freedom and tools needed to promote their company's message, said Marc Mathieu, Unilever's senior vice president of marketing. "Humanity, creativity and magic do not come from an organization automatically, but [from] the people within it. The role of the organization is to create a platform and framework to unleash this inspiration," Mathieu said.

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