There's been a lot of coverage for a report by MPs slamming our food industry for its role in the growth of obesity in the UK. The big food companies are fighting what looks like a rearguard action against government intervention to stop them advertising to children.

I was intrigued to find this quotation from Niall Fitzgerald, the Chairman of Unilever, in this context.

The power of business, as opposed to that of government, is grossly overrated

How does this square with the following highlights from Unilever's own website (Unilever introduces new corporate brand). Their golden words, my italics, by the way.

The new Unilever brand was introduced today. It will support the launch of the company's new Vitality mission, announced on Feb 12, when Unilever set its future direction.

Unilever’s new mission is to add vitality to life. We meet everyday needs for nutrition, hygiene, and personal care with brands that help people feel good, look good and get more out of life...

Antony Burgmans and Niall FitzGerald, the chairmen of Unilever said: "The new Unilever brand is a powerful symbol of our new Vitality mission, demonstrating that we stand accountable for the difference we make on a daily basis to our consumers, our employees and the communities and environment in and around which we operate."

I'm confused. Is Unilever powerful when trying to impress investors, but powerless when asked to take responsibility for the consequences of its advertising?

Perhaps I should cut Niall some slack. The press quote has obviously been manufactured in the PR department. (Just try to imagine the two Chairmen both saying the same thing like some strange male voice chorus). Perhaps he's so tired of their sycophancy that he's given up trying to get them to speak for him with anything resembling authenticity.

But you know, he's going to need to be more careful because these days it's so much harder to get away with being one thing to one group of stakeholders and something else to another. Never has the phrase "want to have your cake and eat it" seemed more apt.

While I'm on the subject, let me quote a bit more of this press release

The new logo tells the story of Unilever and vitality. It brings together 25 different icons representing Unilever and its brands, the idea of vitality and the benefits we bring to consumers and the world we operate in.

For example:-

The Sun is our primary natural resource. All life begins with the sun – the ultimate symbol of vitality
The Heart represents love, care and health – feeling good
The Shirt represents fresh laundry – looking good
A Bird is a symbol of freedom. Relief from daily chores – getting more out of life

I don't know about you but this stuff just makes me cringe.

Is there anyone in the neighbourhood of Unilever's Head Office willing to play the role of the small boy from Hans Christian Andersen's Emperor's New Clothes? I fear that the generally rather smart Niall Fitzgerald has let loose a bunch of branding sycophants in the tailoring department.