Advertising builds and strengthens the relationship between the consumer and the brand, thus increasing her involvement with the brand. It imbues the brand with the interests, concerns, feelings and values that viewers cherish.
Dove is an example of a brand that historically seeks to build relationships with women (see Exhibit 22.6). Its testimonials of “real women” in the 1970s focussed on concerns and interest. When it was launched as a shampoo in 2000, a series of commercials depicted testimonials from different women (e.g., arts undergraduate, business student, buyer, professional dancer), touching upon a range of hair concerns.
Subsequently from 2003 onwards, Dove’s emphasis shifted towards depicting beauty without artifice, or “real beauty”, as the brand management team called it. What followed were a series of campaigns such as Evolution (2006), Onslaught (2007), Pro-age (2007), Girls under Pressure (2008) and Self Esteem (2011, 2017, 2020). By drawing attention to social values and deep-rooted concerns on beauty, these campaigns imbue Dove with the same values, thoughts and feelings thus increasing consumers’ interest and involvement with the brand.
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Marketing has changed. More so in practical terms, and marketing education is lagging.
The fundamental change lies in the application of analytics and research. Every aspect of the marketing mix can be sensed, tracked and measured.
That does not mean that marketers need to become expert statisticians. We don't need to learn to develop marketing mix models or create perceptual maps. But we should be able to understand and interpret them.
MarketingMind helps. But the real challenge lies in developing expertise in the interpretation and the application of market intelligence.
The Destiny market simulator was developed in response to this challenge. Traversing business years within days, it imparts a concentrated dose of analytics-based strategic marketing experiences.
Like fighter pilots, marketers too can be trained with combat simulators that authentically reflect market realities.
But be careful. There are plenty of toys that masquerade as simulators.
Destiny is unique. It is an authentic FMCG (CPG) market simulator that accurately imitates the way consumers shop, and replicates the reports and information that marketers use at leading consumer marketing firms.
While in a classroom setting you are pitted against others, as an independent learner, you get to play against the computer. Either way you learn to implement effective marketing strategies, develop an understanding of what drives store choice and brand choice, and become proficient in the use of market knowledge and financial data for day-to-day business decisions.