REVOLUTIONIZING THE MARKET – DOVE
In consolidating a brand image, one of the more interesting aspects is asking yourself if a market revolution is within your grasp. When an organization succeeds in closing the gap, it will not only attract attention, but also detach itself from the pack in a resounding way.
The Dove commercial featured in this article is a prime example of branding resting on market revolution. For many years, Dove has endeavored in adding luster to its brand image by moving in a direction opposite that of the female Beauty Care industry as a whole. By asking the hard questions on female beauty and taking a firm stance, Dove captured the interest of millions of woman tired and incensed by media pressure, and garnished an ever growing sympathy capital.
In doing so, Dove, an antiquated brand, managed to rejuvenate its brand image and capitalize on a base trend in general female opinion. This very tactic was used by many other brands in branding history: in the sixties, Yves Rocher changed the face of French beauty care by democratizing its products, making them accessible to all women; Apple’s new vision of personal computers led to its commercial claiming all homes would one day have a personal computer; Nike rested its brand essence on ancient but enduring archetypes and secured a leadership position in sports ware.
A market revolution is not a trivial affair. It requires thought and an understanding of this distinction as your organization searches for that unique focal point—the key to gaining that elusive and avidly sought sympathy capital.