The Power of Brands Doing Good

One has to applaud how the Dove brand, under the guidance of Ogilvy & Mather, has become a vivid example of emotionally meaningful branding.

They seized a fertile ground – women’s insecurity about their own bodies – and, rather than exploiting it as the industry typically does, set out to do something about it.

In this brilliant film, Dove reveals two drawings by a forensic detective to each woman featured. The first is a drawing based on how the woman described herself to the detective. The second shows the drawing the detective drew of the woman, based on how another person described her following a brief chat.

The differences are startling. The film deftly demonstrates how people undersell themselves, while showing how others see us in a much more positive light. It is a real wake-up call for each of the women featured. Holding one image against another showed them that their self-confidence issues flowed from within themselves. They saw how others saw something very different. And from that moment, that’s more of what they saw.

The message is clear. It is a helpful, meaningful message about self-awareness and self-esteem. You can’t help but to identify with each woman as “the penny drops”.

There are no products. No logos in the corner of the detective’s drawings. No claims. No boosts.

Rather, just a feeling.

A feeling that goes deep.

A feeling that puts Dove high on the list of respectable, admirable and trustworthy brands.

Some questions for your brand?

• Is your brand seeking a meaningful outcome for its customers? It’s out there – you just have to put your finger on it.
• Is your brand letting an emotionally meaningful idea drive it’s presence in the marketplace? Or are you stuck in old-world hype, over-promise and “sales”?
• Is your brand winning over the hearts and minds and wallets of people? It’s new game: people prefer to invest their time and money in brand ideas that make a difference to themselves, to others, and to the planet.
• Is your brand making its employees proud to be involved in what you do, and why you do it? You can’t afford to have gaps between what your promise the outside, and what the inside delivers.

For more insights into how you can help your brand matter more, please take a look at Emotive Brand’s Methodologies.