BRANDING

Knowing how our brand, features and functions or brand activity (concepts, advertising, names, taglines, etc.) makes someone "feel" is only minimally useful. We definitely want to know if our new commercial makes people feel "glad" or "bad,"but that is ONLY a measure of valence; it does little or nothing to lend direction to our creative efforts. It tells us nothing about how to set the mood and tone for our advertising or even necessarily how to FIX any bad feelings that emerge.

 

It is the "emotional benefit" and not the raw "emotion" that is most informative, motivating and useful for brand development. An emotional benefit, not a physiological state of arousal with a simplistic label, is an often complex, positive, cognitive statement that our respondents are able to make about themselves due to their use, display and attachment to our brand and its features.

 

To get to that emotional benefit, we recommend that you do up a Customer Value Proposition (CVP) helps to organize your thinking as a great tool for bringing the benefits to life.  Hold a brainstorming session with everyone who works on the brand so you can:

1. Define your consumer target and Brainstorm all of the consumer insights

2. Match them up against the list of the best features the brand offers.

3. Find the rational benefit by putting yourself in the shoes of the consumer and seeing the brand features from their eyes: start asking yourself over and over again “so if I’m the consumer, what do I get from that?”.   Ask it five times and you’ll see the answers will get richer and richer each time you ask.

4. Then find the emotional benefit by asking “so how does that make me feel?”  Ask that five times as well, and you’ll begin to see a deeper emotional space you can play in and own.

 

Dove's real case in 2004: Dove is a personal care brand that has always been associated with beauty and building up self-esteems and confidence among women. Now, it has gone a step further by coming up with a new advertising strategy; combating negative advertising. Launched by Dove, the campaign revolves around an application called the Dove Ad Makeover which is part of the worldwide Dove “Campaign for Real Beauty” what has been ongoing since 2004 and spans print, television, digital and outdoor advertising.

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

Campaign: The Ad Makeover is a Facebook-based venture allowing people to replace negative advertisements such as weight loss and cosmetic surgery with encouraging feel-good comments. Negative ads can be replaced with one of eight messages designed by Dove to give women a much needed self-esteem boost. A few of the messages on offer were:

        ‘When it comes to your body, love the one you’re with’

        ‘Joy is the best make-up’

        ‘Be your beautiful self’

        ‘Everybody is beautiful’

 

 

 

 

       

 

 

 

 

 

 

 

 

 

 

 

 

 

 

How was it done?

       

Michael Hines, Senior Planner from Ogilvy & Mather describes the original insight for the campaign:“The Dove Makeover campaign was a move to update Doves original campaign to real beauty into a digital age, which main idea was telling woman that they are beautiful in every shape or form. In the age we are living right now, simply telling women that they are beautiful isn’t enough, you have to find a way to show them that – and that was the main idea to that campaign.”

 

“If you are a woman and you use a Facebook – let’s say you are a new mom – you get diaper ads and ads for baby products. If you post pictures of yourself in bikini, you get ads for boob job or plastic surgery. So basically most of the ads you see on your Facebook page are negative. It is a perfectly legitimate marketing tool, but it was being used in the wrong way by some advertisers. The solution for this problem has to exist in the same medium as the problem itself. Instead of just pointing out the problem, we wanted to get women in Facebook help us solve the problem.”

 

 

 

 

 

       

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

“Women are exposed to negative advertising every day that preys on their insecurities and can impact their self-esteem. This campaign encouraged women to say goodbye to ads about muffin tops and belly bulges, and hello to positive beauty messaging. We chose to use Facebook because of its power and reach in social media, to propel these positive beauty messages to as many women as possible”, says Fernando Machado, Global Vice President, DOVE Brand Development for Unilever.

 

The Dove Ad Makeover app allows for:

 

A notification that an ad story has been published to be posted to participant’s timeline.

Participant to choose keywords that describe other women who should see the ad story (from health and travel to fashion and beauty); message is published throughout women’s Facebook experience.

Participant can send app to friend’s timeline.

 

By using advertisements with women from all age groups, the brand has reached all age with developing trust and loyalty to products; and by lowering their original amount of 1,600 brands to just 400, they were able to select master brands and categorize the remaining products under those to avoid confusion. These two main ideas that keep Dove going strong and stronger.