"Emotion is important in marketing, as was highlighted when Dove adopted the Campaign for Real Beauty theme in 2004. Prior to this time, the brand communicated largely rational benefits, such as its moisturizing properties and mildness. It mainly used testimonial-style advertising, but, with little sense of a distinctive, dynamic or compelling personality, its growth was limited.
The Campaign for Real Beauty aimed to build the brand at an emotional level by conveying a more democratic, celebratory and iconic vision of beauty. In doing so, Dove struck a strong chord with women who were tired of trying to live up to the idealized and unachievable standards shown by other brands.
Almost overnight, Dove changed from being subdued and passive into a highly-distinctive, opinionated and admired brand — with a resulting huge uplift in sales across its entire range."
[Fonte: Millwardbrown "Should My Advertising Stimulate an Emotional Response?"]
1 comentário:
bolas, e eu a pensar que era mesmo um brand statement ;)
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