Product quality earns customer consideration. Experience earns preference and loyalty.
Consumers today increasingly evaluate brands by the outcomes they enable and deliver. That truism is reshaping how leading organisations develop and position their products – and ultimately bring innovation to market.
In this interview, Eve Kolesova explains how those principles are influencing marketing and category management across the Henkel portfolio. She sets out the company's "triple win" framework for validating new ideas and propositions, and shares how customer insight is translated into commercial action.
Key themes:
- How Henkel brands are building deeper consumer understanding
- Why more data does not always lead to better decisions
- Where AI can create the biggest impact in retail
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