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Dove Brandbook
 

Dove Brandbook

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Dove Brandbook

Dove Brandbook
Esse brandbook foi desenvolvido pela e Dove Global Brand Teams


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Dove Brandbook Dove Brandbook Presentation Transcript

  • This is Dove.
  • W hy w e cre at e d this book.TO DEFINE TO ALLO Ww hat D ove is, w hat it isn’t, us to sp e ak w ith on e voic e .w hat w e w ant it to b e . TO HELPTO INF ORM us sustain th e level of gro w the v er ything cre at e d D ove has e njoye d in re c e nt ye ars.in th e na m e of D ov e . TO IN SPIRETO PROVIDE us to produc e w ork that m ake sa vision to guid e us as w e take our consu m ers take notic e ,D ove into n e w cat e gorie s. that m ake s our co m p e titors je alous, and that m ake s us proud.
  • This is Dove.HO W DOVE CA ME TO BE 07T H E TA R G E T 13THE INSIGHT 25THE PRO MISE 29T H E D O V E W AY 35VA L U E S & P E RS O N A LITY 39VOICE 69B E AUTY T H E O RY 75T H E D I S C R I M I N AT O R 10 5THE ESSENCE 10 9IN CLO SIN G 11 3
  • 1 9 9 9 , D O V E B A R , U. S . 6Ho w Dove cam e to be.
  • 19 9 9, D O V E B A R , JA PA NHo w Dove cam e to be. I N 1 9 5 7, T H E D O V E B E A U T Y B A R W A S I N T R O D U C E D I N T H E U N I T E D S T A T E S . I T P R O M I S E D W O M E N T H AT I T W O U L D N ’ T D R Y T H E I R S K I N T H E W AY S O A P D I D . W O M E N T R I E D I T . A N D I T D I D N ’ T . T H U S B E G A N A V E R Y T R U S T I N G R E L AT I O N S H I P B E T W E E N T H E B R A N D A N D I T S U S E R S .I N 1969, Testimonials from real wom en w ere used for I N 1981, D ove’s first dire ct m arke ting e ffort, w hichthe first tim e to advertise Dove. W ith each decade, includ e d an at-ho m e Lit m us t e st, w as m ail e d tomore wom en heard Dove’s promise, more wom en U.S. consu m ers.tried it, and more wom en w ere converted. Its creamypouring shot becam e a Dove brand property. I N 19 8 8 , a charismatic and m e morable ( and anything but stereotypical ) “ beauty ” nam ed Jean Shy joyfullyI N 1979, an independent clinical study proved the shared her discovery of Dove’s benefits w ith televi-Dove bar milder than sevente en leading bar soaps. sion vie w ers, and Dove’s “ Conviction of Users ” testi-D ermatologists recom m ended it. N e w spaper articles monial campaign was born. Dove bar achieved its firstfeatured it. Friends told friends about it. A year later, double -digit share in the U.S.Dove started its formal m edical program in the U.S.
  • 1 9 9 7, D O V E D E O D O R A N T , I T A LY 19 9 9 , D O V E L A U N C H , J A P A N 1 9 9 1 , L I T M U S T E S T, C A N A D A 1 9 8 9 , D O V E B A R , I T A LY 1 9 5 0 S , D O V E B A R , U. S . 1 9 8 0 S , D O V E B A R , U. S . 1 9 5 7, D O V E B A R , U. S . 1 9 8 8 , J E A N S H Y, U . S . I N 198 9 , D ove w as launch e d in Italy using th e I N 1995, Dove took its first significant step outside D O V E E X I S T S T O D AY in over 8 0 countrie s and is on e“ C onviction of U s ers ” t e stim onial ca m paign, as w ell the cleansing bar category in the U.S. w ith the launch of U nilever’s fast e st-gro w ing brands. D ove is a brand as th e m e dical progra m. Te st m arke ts in Franc e and of M oisturizing Body Wash. Around the w orld, addi- built on a sim ple and e nduring principle: m ake th e 2 0 0 0, D O V E H A IR , TA I W A N G erm any follo w e d in 1990. tional categories s w iftly follo w ed: deodorants in 19 9 7 consum er a real promise, and ke ep it. Consistently. and body lotions in 19 9 8 . I N 1991, D ove b e gan its global rollout. A n e w adver- tising id e a d evelop e d in C anada — “ Litm us Te st ”— I N 1999, D ove w as succ e ssfully launch e d in Japan. add e d a po w erful w e apon to D ove’s co m m unication A nd in 2000, th e D ove H air C are launch took plac e in ars e nal: th e us e of obje ctive proof. Tai w an, follo w ed by an aggressive rollout during 2 0 01 and 2 0 0 2 .
  • 12 The Target.
  • 15 th e targ et “ O N E I S N O T B O R N A W O M A N ; O N E B E C O M E S O N E .” — Simone de Beauvoir
  • 16 17 th e targ etSAFFRO N “I’m very happy with the way I am. I certainly don’t go around thinking, ‘Oh my God, does my bum look big in this.’ ” There is a point w hen a w oman discovers w ho she is. W hen she stops the frantic search and accepts herself, imperfections and all. W hen she is guided by w hat fe els right to her, not by w hat fe els right to others. This understanding com es to som e w om en at 20 , to others at 50 , to som e, never. O ur targ e t is m ore m ature , m ore acc e pting of h ers elf. That ’ s not to say sh e ’ s p erfe ct, or w ithout h er share of ins e curitie s. It just m e ans sh e is m ore c e nt ere d.
  • 18 19 th e targ etFERNANDA “ When you have an active life, when you’re fine with your family, you get more open to meeting people. I think you get more beautiful.” Th e “ c e nt er of gravity ” of h er s elf- e st e e m lie s m ore in ho w sh e fe els than in ho w sh e looks. It has m ore to do w ith ho w co m p e- t e nt sh e fe els in d e aling w ith life ( b e it w ork, play, relationships, or pare nting ) and w ith ho w good sh e fe els about h ers elf. Sh e w ill b e flatt ere d by a co m plim e nt about h er looks, but sh e m ay not notic e if sh e do e s not g e t on e for a fe w days. Sh e is unlikely to ch e ck h er lipstick s everal tim e s in a day.
  • 21 th e targ et Th e fact that ho w sh e fe els is para m ount to our targ e t do e sn’t m e an sh e’s give n up on ho w sh e looks. Sh e’s ke e nly int ere st e d in b e auty. B ut sh e w on’t us e it as a tool, nor n e e d it as a crutch. Is sh e w illing to transform h ers elf in th e na m e of b e auty ? Ye s. Just not into so m e on e oth er than h ers elf. Is sh e w illing to sp e ndDANIELA “ I’d do things for beauty e norm ous a m ounts of tim e or m on ey, or to w ithstand pain for but I wouldn’t go to an extreme, you know?” th e sake of b e auty ? N o. H ers is a b e auty qu e st w ith limits.
  • 22 23 th e targ et She can discern hype from quality, and w ill happily pay a pre mium for the latter. She is in that group of wom en w ho could be called “ I’d rather have fewer quality items than JULIA a whole wardrobe full of cheap T-shirts.”“ beauty pragmatists.” To her, the cost of a beauty product isn’t the main issue. W hat she is interested in is w hether it is going to work.
  • 24 The Insight
  • 27 th e insig ht T H E W O R L D I S E X P L O D I N G W I T H T E C H N O L O G Y, fake ingredients, pseudo solutions, and virtual everything. Credible authorities are harder and harder to find, in any culture. There is decreasing opportunity for real human contact, for real ans w ers, for the joy of real sensation. As a result, consum ers are increasingly attracted to the authentic, the “ un-hyped ,” to people, institutions and brands that represent the real deal. DOVE’S G UIDIN G INSIGHT IS: THE YEARNIN G FOR THE REAL D ove can ans w er this ye arning . W ithout any re d e fining , w ithout any stre tching . D ove is firmly root e d in re alit y. Fro m its e arlie st b e ginnings as a cle ansing bar, D ove d elivere d re al b e n e fits, re al satisfactions, both functionally and e m otionally.
  • 28 The Promise
  • 31 th e pro m ise FU NCTIO N AL PRO MISE D ove w ill constantly elevat e and th ere fore re d e fin e th e standard of care in every cat e gory it e nt ers. D ove pro mis e s its consu m er that it w ill m ake no product that do e s not g e nuin ely im prove th e condition and fe el of h er skin / hair. W H AT A D O V E P R O D U C T WILL DO: _It w ill w ork. It w ill b e highly e fficacious. _It w ill b e p erc eivably sup erior. _It w ill m ake a g e nuin e , notic e able differe nc e in th e skin / hair fe el. _It w ill have “e ndorsable” mildn e ss. _It w ill look and fe el good. Th e product and packag e w ill b e b e autifully tactile , and w ill re w ard th e s e ns e s.
  • 32 33 th e pro m ise E M OTIO N AL PRO M ISE D ove give s a w o m an a highly p ersonal, un exagg erat e d, uplifting little fe eling about h er o w n b e auty. A nd b e caus e it is a privat e and s m all fe eling, it is actually bigg er and m ore m e aningful to h er.
  • 34 The Dove Way
  • 37 th e d ov e w a y Th ere is a distinctive D ove Way, and it inform s and guid e s every- thing to do w ith th e brand. It e nco m pass e s : D ove ’ s valu e s and p ersonality, D ove ’ s voic e and D ove ’ s point of vie w on b e auty. I T I S W H AT M A K E S T H I S B R A N D W H AT I T I S .
  • 38 39 th e d ov e w a y T H E D O V E W AY Valu e s & Personalit y “ P E R S O N A L I T Y I S A N U N B R O K E N S E R I E S O F S U C C E S S F U L G E S T U R E S .” — T he Great Gatsby
  • 40 41 th e d ov e w a y v alu es & p erso n ality D ove is Re al. Dove is a Ke eper of Promises. D ove is B e autifully U nco m plicat e d. D ove is O ptimistic. D ove is Tim ele ss.
  • 42 43 th e d ov e w a y v alu es & p erso n alityDove is Real.D O V E S E E K S R E A L M E A N I N G. R E A L R E L E VA N C E. D O V E I S F I R M LY C O N N E C T E D T O T H E R E A L W O R L D .D ove w on’t m ake a product unle ss it und erstands its d e e p er Dove is “alive” a w are of the issues facing its consum ers. And it ,m e aning and relevanc e in a consu m er’s life . D ove w ill b e b e tt er w ill often share a point of vie w about the m. Dove dra w s its cre-than its co m p e titors at uncovering tru e insights. D ove’s product ative inspiration from lived experiences and e motions. It w ill neverand advertising conc e pts w ill hold m e aningful pro mis e s. Its cre- us e “ ad-land ” sp e e ch. B e caus e it b elieve s that languag e dra w native brie fs w ill offer th e cle are st dire ction to cre ative t e a m s. from reality w ill al w ays hold more m eaning. N.B. Dove’s Real is never ugly or depressing. Nor passive or boring. Real is not a value to be talked about, it is a value to be demonstrated. It is much more than a look or feel.
  • 44 45 th e d ov e w a y v alu es & p erso n ality Dove is a Ke eper of Promises. D O V E ’ S P R O M I S E S A R E TA N G I B L E , P E R C E I V A B L E A N D P R O V A B L E . Dove’s p erform anc e drive s an e nduring relationship w ith its us ers. U nlike w hat sh e do e s w ith m ost brands, th e D ove consu m er fe els little , if any, n e e d to “discount ” th e pro mis e s m ad e by D ove to a level she is prepared to believe in. There is a perception that “ if Dove says it, it must be true.” This should be nurtured and protected.
  • 47 th e d ov e w a y v alu es & p erso n ality Dove is B eautifully Uncomplicated.
  • 48 49 th e d ov e w a y v alu es & p erso n ality b e a utifully u nco m plicate d D O V E I S C O N F I D E N T E N O U G H T O B E U N C L U T T E R E D. S e lf-assure d e nough to b e unco m plicat e d. It is cl e an. Pure . E l e gantly si m pl e . Its si m plicit y do e sn’t translat e to cold, basic or boring . Rath er, th ere’s a m od ernit y to it. A stunningly si m pl e b e aut y. A look and fe e l that lacks e m b e llish m e nt, b e caus e it si m ply do e sn’t n e e d it.
  • 50 51 th e d ov e w a y v alu es & p erso n ality b e a utifully u nco m plicate d
  • 52 53 th e d ov e w a y v alu es & p erso n ality b e a utifully u nco m plicate dTHIS IS. T H I S I S N ’ T. THIS IS. T H I S I S N ’ T. Dove’s simplicity doesn’t need Dove’s simplicity should never gratuitous touches. ( T O P ) be basic or boring. …And should never feel cold. ( B O T T O M )
  • 55 th e d ov e w a y v alu es & p erso n ality Dove is O ptimistic.
  • 57 th e d ov e w a y v alu es & p erso n ality o pti m istic D OVE IS A BEARER O F G O O D NE W S. It s e e s th e pot e ntial in its consu m er and s e ts out to m ake th e m ost of w hat sh e has, rath er than to fix w hat sh e do e sn’t. D ove is uplifting , right do w n to its na m e . It is a brand na m e that sy m- bolize s hop e , happin e ss, p e ac e and all things positive . Th ere is nothing contrive d or over th e top about D ove’s optimis m .
  • 60 61 th e d ov e w a y v alu es & p erso n ality o pti m isticT H I S I S N ’ T. T H I S I S N ’ T. Dove’s optimism isn’t the superficial “spring in your step, “ happy face” kind. ”
  • 63 th e d ov e w a y v alu es & p erso n ality Dove is Tim eless.
  • 64 65 th e d ov e w a y v alu es & p erso n ality ti m eless D O V E I S N O T T H E F L A V O R O F T H E M O N T H . R AT H E R , I T I S I C O N I C. I T I S E N D U R I N G. B e caus e it is e nduring , D ove’s tim ele ssn e ss can b e very “ hip .” B ut not tre ndy, funk y, or trying too hard to b e m od ern. D ove is a cont e m porary classic.
  • th e d ov e x x x x x x x x x & x x x x x x x x: x x x x x x x x x x x x x x x x x 66 67 th e d ov e w a y v alu es & p erso n ality ti m eless THIS IS. T H I S I S N ’ T. Dove should never be seen as trying to be trendy, or trying too hard to be modern.
  • th e d ov e x x x x x x x x x & x x x x x x x x: x x x x x x x x x x x x x x x x x 68 69 th e d ov e x x xyx x x x x x & x x x x x x x x: x x x x x x x x x x x x x x x x x wa T H E D O V E W AY Voic e
  • 70 71 th e d ov e w a y voice W hatever Dove says must ring true. Its voice is clean and clear, pure and uncluttered. It is eye level and unpretentious. Dove speaks only w hen it has som ething to say. Its vocabulary con- tains no mumbo jumbo, no “ ad-land ” clichés, no hype, no puffery. Dove doesn’t “sell itself ” or boast. This in no way m eans Dove doesn’t indict its competition. This is the brand that was built on indictm ent. (“ Dove doesn’t dry your skin the way soap can.”) But its purpose in using indictm ent is to let the consum er know w hat un- m et ne ed has now be en m et, not to point a finger at the competition.
  • 72 73 th e d ov e w a y voiceD ove is n ever pre su m ptuous or patronizing. It do e sn’t take it O ft e n, and as m uch as possible , D ove w ill e m brac e th e voic e ofupon its elf to t ell consu m ers that it “ kno w s w hat th ey w ant ” or its us ers, rath er than im pos e its o w n. W h e n D ove us ers sp e ak forw hat to think. D ove is n ever judg m e ntal. A nd though it’s sinc ere , th e brand, it is a voic e of share d discovery — on e w oman toit’s far fro m overly e arn e st. D ove has a s e ns e of hu m or, but it anoth er— about ho w D ove has prove d its elf to h er.do e sn’t try to b e “ funny.” W h e n D ove offers obje ctive evid e nc e , it is just that — obje ctive .D ove sp e aks to on e p erson at a tim e , no m att er ho w m any p e o- It pre s e nts th e facts and le ts th e consu m er re ach h er o w n con-ple m ay b e list e ning. Its voic e is p ersonal, intim at e . It m ake s th e clusion. It is never an onslaught of information, rather, an offering.consu m er fe el sh e’s b eing talke d to as an individual. And as Dove begins to speak in ne w voices, these should fe el fresh and ne w, but still true to Dove.
  • th e d ov e x x x x x x x x x & x x x x x x x x: x x x x x x x x x x x x x x x x x 74 75 th e d ov e x xaxyx x x x x x & x x x x x x x x: x x x x x x x x x x x x x x x x x w T H E D O V E W AY B e aut y Th e or y
  • 76 77 th e d ov e w a y b e a uty th e ory isU nlike its co m p e titors, D ove m ake s it cle ar that it s e e s b e auty in D ove do e sn’t insult w o m e n by d e picting th e m w ith arro w s orim p erfe ctions, and do e sn’t w orship st ere ot yp e s. D ove’s b e aut y squiggle s dra w n across th eir fac e s. Although it is natural, D ove’sis s elf-d e fin e d, b e aut y w ith brains, d e m ocratic. D ove re cognize s b e auty do e s not look like th e clich é of natural b e auty, of “ fre shnot only th e ext erior, but also th e w o m an w ithin. Th ere is d e pth fac e s,” or of “ w ind blo w ing across th e fac e .”of charact er b e hind th e eye s, a stre ngth and vit alit y of p erson- A N D I N C A S E YO U A RE W O N D E RI N G ,alit y sho w ing through. D OVE’S BEAUTY LO OKS BEAUTIF UL .
  • CAPTURES A M O M ENTWhen Dove captures a moment of emotion, it feelsunguarded and very personal. It is never faked.
  • CAPTURES A M O M ENT CAPTURES A M O M ENT
  • CAPTURES A M O M ENT
  • STYLE O F PH OTO GRAPHYDove’s beauty should be portrayed with unclutteredphotography that does not camouflage the depthof a woman’s beuty.
  • STYLE O F PH OTO GRAPHY
  • STRE N GTH O F C H ARACTERDove’s beauty captures the strengthof character behind the eyes.
  • STRE N GTH O F C H ARACTER STRE N GTH O F C H ARACTER
  • STRE N GTH O F C H ARACTER
  • 94 95 th e d ov e w a y b e a uty th e ory is n otT H I S I S N ’ T. T H I S I S N ’ T. Dove’s beauty is not the cliché, fresh, natural beauty.
  • 96 97 th e d ov e w a y b e a uty th e ory is n otT H I S I S N ’ T. T H I S I S N ’ T. Dove’s beauty is natural, but never unattractive.
  • 98 99 th e d ov e w a y b e a uty th e ory is n otT H I S I S N ’ T. T H I S I S N ’ T. Dove’s beauty is not the seen-everywhere, undistinctive, clean look.
  • 100 101 th e d ov e w a y b e a uty th e ory is n otT H I S I S N ’ T. T H I S I S N ’ T. Dove’s beauty should never feel posed.
  • 102 103 th e d ov e w a y b e a uty th e ory is n otT H I S I S N ’ T. T H I S I S N ’ T. Dove’s beauty is not the stereot ypical model beauty.
  • 104 The Discriminator
  • 106 107 th e discri m in ator _In each of its categories, Dove w ill have an important, m eaningful functional discriminator of superior care. This w ill most often be related to moisturization. _Dove’s value of Real. _Dove’s B eauty Theory.
  • 108 The Essence.
  • 110 111 th e esse nce B eauty W ithout Artifice This E ss e nc e guid e s us to build D ove into a tru e b e auty care icon, w hile honoring our uniqu e point of vie w on b e auty, st e ering a w ay fro m puffery, clutt ere d m e ssag e s and clich é s. It guid e s us to give our consu m ers b e auty pro mis e s and products that hold re al m e aning and p erform anc e .
  • 112 In closing.
  • 114 115 in closin g “ I F Y O U S E A R C H F O R T R U T H , Y O U W IL L F I N D B E A U T Y. I F Y O U S E A R C H F O R B E A U T Y , Y O U W I L L F I N D V A N I T Y .” — Moishe Safvie
  • 116 117 in closin g This book has b e e n d evelop e d by th e D ove Global Brand Te a m s (Skin, H air, D e odorants )— to inspire our e fforts to build D ove into a C 4 billion b e auty care brand by 2006 . It is d e dicat e d to all thos e w hos e past e fforts have m ad e th e brand w hat it is today, and to thos e w hos e future e fforts, passion, im agination and p ers ever- anc e w ill m ake this brand eve n gre at er.
  • © 20 02 L E V E R B R O T H E R S C O M PA N Y