Unilever's Branden Goodman on the New Rules of Consumer Discovery
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Unilever's Branden Goodman on the New Rules of Consumer Discovery
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In this episode of BRAVE COMMERCE, Rachel Tipograph and Sarah Hofstetter speak with Branden Goodman, Head of Media & Marketing Capabilities, Beauty & Wellbeing US at Unilever, about how brands must adapt as algorithm-driven discovery reshapes consumer attention.
Branden explains why Unilever has embraced a social-first approach, what the shift from follower-based discovery to interest-driven discovery means for marketers, and how content creation is evolving from a campaign mindset to a continuous system of testing, learning, and optimization. He also shares how Unilever is building a modern content supply chain, where automation can accelerate execution, and why measurement must balance long-term business outcomes with real-time signals.
Key takeaways
- Consumer discovery is shifting away from social connections (who users follow) and toward algorithmic recommendations (what platforms predict is relevant).
- Winning brands are building content engines designed for continuous experimentation, not one-time campaigns.
- Real-time signals can improve performance, but long-term business outcomes should remain the ultimate measure of success.
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