Dove is a brand that has been making some emblematic campaigns.
We talked a lot about this brand in class as a good brand mantra example, reinforcing in every action what the company really is about.
A brand mantra is an articulation of the heart and soul of the company, is composed by short phrases that captures the irrefutable essence or spirit of the brand positioning and the brand values.
I was confronted with an advertisement of Dove that really catches my attention because of its down to earth approach:
This advertising emphasizes the core value of Dove : The brand for real women.
The communication strategy that Dove uses to reach customers and catch their attention is linked with the brand social responsibility, more precisely the problem of low self-esteem triggered by the misleading advertisements that women are confronted with.
In my opinion the inspiring and emotional root of this advertisement allows consumers to build a loyalty attitude toward the brand because it is not about its product's benefits but about the message that is behind. It shows every women that they are more beautiful than how they see themselves.
As a good advertiser, Dove concentrates on one big genuine idea and establishes sharply who their target customer is and with this affects customers while building its own personality.
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