Without the option to shift investment, the need for synergy grows stronger. Brands like Dove demonstrate the power of a two-pronged approach. It synergises its strategy; for every brand-building creative that provokes an emotional response around self-esteem, it releases a produ ct-based and benefit-driven ad
One of Dove’s success factors across the years has been its ability to orchestrate a comprehensive communication architecture – a term that has somehow been lost in today’s marketers’ glossary
Its balancing highly persuasive product fo cused communications with powerful emotional content, both able to build the brand equi ty and business results in the short and in the long term
The first by driving functional superiority credentials and the second one by building a unique emotional connection with the viewers
It’s the synergy between the two that makes the magio
ALESSANDRO MANFREDI
EXECUTIVE VICE PRESIDENT DOVE
