“Hats off to how well you managed to beautifully tread the fine line between the brand essence of ‘real beauty’ and what gives Dove authority to claim ‘superior care’ across all our categories and markets. I bow to your strategic prowess, but most especially I’m amazed at your ease in managing even the most reluctant of category leaders to embrace the process, you are truly client whisperers!”
SENIOR GLOBAL DIRECTOR, DOVE MASTERBRAND
Our research and strategy covered North America, India, Brazil and the UK.
We have a powerfully emotive master-brand strategy - ‘Real Beauty Theory’ - but we haven’t established a single point of brand authority to unite the many categories and markets we play in.
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How to identify the subliminal reasons for buying all Dove products, to create a highest common denominator brand authority in ‘superior care’, without compromising competitive advantage within each category?
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A new product truth and reason to believe for the master-brand was rolled out across markets and categories, clearly illustrated by 4-multi-channel activations we produced to bring the guidelines to life.