Beloved Experiences Engaging consumers and influencers using multi-sensory brand experiences

Brands That Give, Win

For me, one of the most exciting parts of this journey through the new world of brand marketing, is watching how brands are focusing their efforts on various community outreach programs.  We've seen it demonstrated with P&G's Tide Clean Start Mobile Laundry and Charmin Restroom Experience, Target's Book Festivals and several others.  My peers and I repeatedly preach that in order for brands to connect with their audience, they must be relevant and provide an inherent benefit to the consumer.  One-way self-serving brand messaging is dead.

Brands are finding new ways to deliver brand experiences to the consumer which are community-centric and speak to their needs and interests.  I am very passionate about what Unilever has been doing over the years with its Dove brand.  You probably wouldn't expect it from the company that has been responsible for the racy and edgy Axe Effect marketing.  Then again, you have to admit that they clearly know their audience.  Well, the most recent Dove commercial spot really speaks to the hearts of young girls and women everywhere.  I caught this on TV recently and even as a male, I was affected and inspired enough to write this blog.

Check it out...

And here's another one from 2006. Pretty dramatic!