Sunday, October 21, 2007


So much press over the past 2-3 years for the Dove Brand and its "Real Beauty" marketing campaign has many of us believing that the brand's growth is largely attributed to that alone. But, in fact, the Dove Brand has another, often overlooked, "ingredient" in its success formula: "1/4 moisturizing cream." When you think about it, this simple but differentiated Reason Why has enabled Dove and its mildness Benefit to enter many new categories with quick uptake. It’s a little like what Arm & Hammer did some years back with its baking soda Reason Why and freshening Benefit. So often in our brand-building efforts, however, we forget about the power of a brand's Positioning Reason Why. This week we try to rekindle a renewed focus against this critical positioning element.

The DISPATCHTM for October 21, 2007 can be found here:

RWReconsidered.pdf (PDF File)


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