Neurobranding (second updated edition) by Peter Steidl

Author:Peter Steidl
Language: eng
Format: mobi
Published: 2014-05-03T16:00:00+00:00

It is not a great planning tool, as we don’t have such a well-structured pyramid that classifies our goals in our mind, but it is a useful concept to demonstrate how various brands have moved their relationship to a higher emotional level.

Dove

Let's start with the ‘Real Beauty’ campaign. Essentially, the ‘Real Beauty’ strategy moves the brand from competing at the product or price level to the Esteem level by emphasizing that natural beauty should be celebrated, not the artificial beauty of photoshopped, hungry-looking models usually seen in magazines, fashion shows and advertising.

The Dove brand is positioned as a Champion (see the chapter on Brand Positioning Strategy) that aims at taking the pressure off women who feel inadequate if they don’t look like fashion models.

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