This week we talked about brand narratives and the best ways to reach out to readers! I think now more than ever, online communication is key to people’s well beings and happiness. We don’t have the option of face-to-face communication for the time being, so I am interested and excited to learn more about communication between myself and my viewers!
We mostly talked about what not to do as far as communication goes. We looked at large companies and how they failed to communicate in their marketing strategies or social media posts. The one that stood out the most to me was the Dove campaign. We looked at this one campaign they did where they had 4 pictures of women that looked like the woman in the first image, who was black, was turning into a white woman. I was appalled by this campaign because in the past, Dove, was a company that posted many inspiring and well received campaigns.
I looked into their response and I found in an article that Dove responded by saying “this did not represent the diversity of real beauty which is something Dove is passionate about and is core to our beliefs, and it should not have happened. We apologise deeply and sincerely for the offence that it has caused”. It wasn’t exactly awe-inspiring but they did at least note their wrong-doing and attempt to apologize. This is something I absolutely do not want to encounter on my website, and by learning the failures of big companies, it really shows how communication is key.
In the weekly readings, I read one titled The Good, the Bad, and the Ugly of the Dove Campaign, and it shocked me to learn that Dove is owned by Unilever which is a company that also owns Axe. Axe is literally the worst company for Dove to be associated with because of their awful and sexist ideals of women that they promote. I personally did not know just how deep into all of this Dove was, and as someone who occasionally picks up a Dove product, I was amazed at how much they were hiding, and how little they communicated to their customers.
Their brand narrative is nothing for them to be excited about, and I will be sure to stay away from using anymore Dove products in the future. This just goes to show how important communication is, and without it, how quickly customers can leave, no matter how loyal they were.