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Groundswell, Expanded and Revised Edition: Winning in a World Transformed by Social Technologies by Josh Bernoff, Charlene Li

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11. how connecting with the groundswell transforms your company

Rob Master knows how to market when it matters.

Rob was U.S. marketing director for skin care products for the brand colossus Unilever. When he proposed to his girlfriend, he started by creating an elaborate trail of rose petals that led her across Manhattan to the site of their first date. There, Rob popped the biggest question of his life. “She always teased me that I wasn’t such a romantic guy,” Rob said. “But I’m a marketing guy. I recognize the importance of how to position things.”1

Rob’s ability to position products and ideas turned out to be central to a transformation in how Unilever’s Dove brand approached marketing.

Rob, working together with Unilever’s U.S. media director ...

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