Case description

People tend to have both wishes and fears in relation to important themes in their lives. The simultaneous presence of a wish and fear around a topic that is important to a person can cause a conflict in that person’s brain.

The book “Power Brands” discusses the inspirational example of Dove describing the wish and fear many women have in relation to beauty: every woman wants to be beautiful (the wish), however many feel being beautiful is only for top models (the fear). If people have two conflicting beliefs like this simultaneously in their head, that is likely to cause some sort of feeling of friction. Dove’s Real Beauty mission helps solving the inner conflict many women have in relation to beauty. They have found so many great angles to consistently claim this topic over more than ten years time, that they own associations with beauty even when compared with the world’s top beauty brands. Some iconic examples of their campaign are

Dove’s Real Beauty mission helps solving the inner conflict many women have in relation to beauty. They have found so many great angles to consistently claim this topic over more than ten years time, that they own associations with beauty even when compared with the world’s top beauty brands. Some iconic examples of their campaign are

Some iconic examples of their campaign: