8. Dove, Branding the Correct Way

DFW Logo - Narrow bodyI’ve always been brand loyal to Dove, not only for their products but also for the way they have set themselves up. Dove’s campaign for real beauty is amazing. They have focused on advertising real women and even set up a social mission for their brand. “Dove® is committed to building positive self-esteem and inspiring all women and girls to reach their full potential—but we need your help.”

In 2004, Dove started the campaign for real beauty. They talked globally with hundreds of women and decided that the definition for true beauty needed to be widened. The commercial-Evolution was produced, showing the transformation of a woman into a model and the unrealistic expectations that are on models (it was shown in 2006).

Some of my favorite ads have been produced by Dove-such as the above, Onslaught. Not only does it convey a powerful message and promote an idea of change, it also is gorgeously produced both visually and graphically.

The current ad from Dove that has caught my eye is their Real Beauty Sketches. They get a sketch artist, who doesn’t see the women, to draw what a woman describes as herself and than a sketch of how a person sees the same woman. This ad goes along with their new campaign-The Dove Movement for Self-Esteem. They target to advertise to the next generation to teach them about real beauty and not what the media perceives as beauty.

Dove is amazing. They’re trying to change a huge problem that many women of all ages, from the young to the old, have either dealt with or are currently struggling. Branding is a journey. You have to shape your brand into something will perceive as real and personal-Dove is doing just that. I know from my own struggles of self-esteem and weight issues that I can relate to what Dove is trying. They have taken something that almost every woman has struggled with and is trying to change; and it’s about time!

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