Dove and its campaign for real beauty.
Once again, Dove is capturing the real beauty of real women, and real women of all ages seem to be resonating with it. The brand owns this space and they continue to work it. And impress. In fact a friend at my agency inspired me to write about it.
The video kind of speaks for itself, and it definitively speaks to the power of a consistent brand experience driven by a consistent brand equity created from a consistent yet powerful consumer insight --- and a consistent brand promise rooted in consistent product features. Consistency!
Perhaps it's the pace or the long format or the sort of sepia feel, I'm not sure. But the video is captivating story telling at its finest, at least in my mind.
A marketing classic, still and again ... consistently.
Give it a view and let me know ... What's your experience? Jim.
- President, Cohn & Wolfe NA
- Author, The Experience Effect series
- Professor, NYU
- Contributor, Entrepreneur
Oh ... And winner of a 2013 Social Media Icon award for this blog!
PS - here's the sign of the holy grail in marketing ... when your work gets a parody! It's not that it's cool to be mocking this, I'm just marveling at the fact that it's hit pop culture status. For a brand that's huge.