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Dove: The Rise of a Purpose Led Brand, blog-product-cent, customer-centric…
Dove: The Rise of a Purpose Led Brand
"Start With Why"
Why?
Purpose of Dove: To widen the definition of beauty and help women develop a positive relationship with their look.
Brands are urged to think, act and communicate from the inside out to understand why they exist.
Dove made a major shift from "product-centric advertising" to "consumer-centric advertising" to rejuvenate the brand.
"Campaign for Real Beauty"
Dove started a market study of 3,000+ women by organized a ‘Campaign for Real Beauty’ to know how they perceived beauty.
Campaign was a great success.
Make customers could empathize
Because earnestly addressing the deep rooted insecurities and self-esteem issues of young women
Authenticity and actionability of brand purpose strategy help Dove hit the different attention.
Background
Vision:
We believe beauty should be a source of confidence, and not anxiety.
Dove Self-Esteem Project
