Comments on: Best in Consumer Insights: Dove Real Beauty Campaign http://www.insightbuzz.com/2008/01/03/best-in-consumer-insights-dove-real-beauty-campaign/ Paul M. Banas on Consumer Insights, Marketing Research, and the Digital Media Landscape Tue, 26 Apr 2011 06:46:03 +0000 hourly 1 http://wordpress.org/?v=3.3 By: Paul M. Banas http://www.insightbuzz.com/2008/01/03/best-in-consumer-insights-dove-real-beauty-campaign/comment-page-1/#comment-40 Paul M. Banas Thu, 24 Jan 2008 12:00:09 +0000 http://www.insightbuzz.com/2008/01/03/best-in-consumer-insights-dove-real-beauty-campaign/#comment-40 @Bayo I like your point about "addressing a contradiction to establish meaning". A rich insight area for marketers and brand researchers has always been those tension points between an actual behavior and the consumer or societal perceptions that surround it. Thanks, PMB @Bayo
I like your point about “addressing a contradiction to establish meaning”.

A rich insight area for marketers and brand researchers has always been those tension points between an actual behavior and the consumer or societal perceptions that surround it.

Thanks,

PMB

]]> By: Bayo Adekanmbi http://www.insightbuzz.com/2008/01/03/best-in-consumer-insights-dove-real-beauty-campaign/comment-page-1/#comment-39 Bayo Adekanmbi Thu, 24 Jan 2008 11:38:10 +0000 http://www.insightbuzz.com/2008/01/03/best-in-consumer-insights-dove-real-beauty-campaign/#comment-39 Dove campaign is a classical case of insight-driven campaign that explored how a brand can address a contradiction to establish meaning and trigger affinity. I have always believed that a brand is a product which has earned a place in consumers’ lives by "massaging" consumers' ego or sense of self until a mental relationship is built. "Exploiting" the research fact that 2% of women worldwide considered themselves beautiful is a great way to become the champion of the remaining 98% using a compelling philosophy that "Real beauty come from within" Great work. I throway salute!!! Dove campaign is a classical case of insight-driven campaign that explored how a brand can address a contradiction to establish meaning and trigger affinity.
I have always believed that a brand is a product which has earned a place in consumers’ lives by “massaging” consumers’ ego or sense of self until a mental relationship is built.
“Exploiting” the research fact that 2% of women worldwide considered themselves beautiful is a great way to become the champion of the remaining 98% using a compelling philosophy that “Real beauty come from within”
Great work. I throway salute!!!

]]> By: Paul M. Banas http://www.insightbuzz.com/2008/01/03/best-in-consumer-insights-dove-real-beauty-campaign/comment-page-1/#comment-25 Paul M. Banas Mon, 07 Jan 2008 12:29:14 +0000 http://www.insightbuzz.com/2008/01/03/best-in-consumer-insights-dove-real-beauty-campaign/#comment-25 Steve, I agree that it could backfire if they come across later as anything less then truly genuine or transparent. To date though, it seems they have been fairly committed to the concept. It will be interesting to see if the beauty and fashion industry as a whole jumps on the bandwagon as well. Haven't seen that as yet. Thanks, PMB Steve,

I agree that it could backfire if they come across later as anything less then truly genuine or transparent. To date though, it seems they have been fairly committed to the concept.

It will be interesting to see if the beauty and fashion industry as a whole jumps on the bandwagon as well. Haven’t seen that as yet.

Thanks,

PMB

]]> By: Steve Mills http://www.insightbuzz.com/2008/01/03/best-in-consumer-insights-dove-real-beauty-campaign/comment-page-1/#comment-24 Steve Mills Mon, 07 Jan 2008 05:09:31 +0000 http://www.insightbuzz.com/2008/01/03/best-in-consumer-insights-dove-real-beauty-campaign/#comment-24 This could backfire though, i mean they are being a bit hypocritical as they are the ones that helped to propagate the unreal image of women before this campaign But then again, i suppose that is part of what is driving the buzz.. This could backfire though, i mean they are being a bit hypocritical as they are the ones that helped to propagate the unreal image of women before this campaign

But then again, i suppose that is part of what is driving the buzz..

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