Professional Documents
Culture Documents
Dove Brand Book
Dove Brand Book
TO DEFINE
TO ALLO W
us to sp e ak w ith on e voic e .
w hat w e w ant it to b e .
TO HELP
TO INF ORM
e v er ything cre at e d
in th e na m e of D ov e .
TO IN SPIRE
TO PROVIDE
This is Dove.
HO W DOVE CA ME TO BE
07
T H E TA R G E T
13
THE INSIGHT
25
29
T H E D O V E W AY
35
VA L U E S & P E RS O N A LITY
39
VOICE
69
B E AUTY T H E O RY
75
T H E D I S C R I M I N AT O R
10 5
THE ESSENCE
10 9
IN CLO SIN G
11 3
1 9 9 9 , D O V E B A R , U. S .
19 9 9, D O V E B A R , JA PA N
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,
I N 1981,
U.S.
consu m ers.
I N 19 8 8 ,
I N 1979,
U.S.
U.S.
I N 1995,
D O V E E X I S T S T O D AY
19 9 9 , D O V E L A U N C H , J A P A N
1 9 9 7, D O V E D E O D O R A N T , I T A LY
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 8 8 , J E A N S H Y, U . S .
1 9 8 0 S , D O V E B A R , U. S .
1 9 5 0 S , D O V E B A R , U. S .
1 9 5 7, D O V E B A R , U. S .
I N 198 9 ,
U.S.
I N 1999,
and 2 0 0 2 .
2 0 0 0, D O V E H A IR , TA I W A N
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
SAFFRO N
17
th e targ et
18
FERNANDA
19
th e targ et
21
th e targ et
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
beauty pragmatists. To her, the cost of a beauty product isnt the
main issue. W hat she is interested in is w hether it is going to work.
JULIA
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,
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.
28
The Promise
31
th e pro m ise
WILL DO:
32
33
th e pro m ise
34
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 everything 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
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 ality
Dove 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 .
Dove is alive, a w are of the issues facing its consum ers. And it
w ill often share a point of vie w about the m. Dove dra w s its cre-
and advertising conc e pts w ill hold m e aningful pro mis e s. Its cre-
ative brie fs w ill offer th e cle are st dire ction to cre ative t e a m s.
Doves 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.
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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 .
47
th e d ov e w a y v alu es
&
p erso n ality
Dove is B eautifully
Uncomplicated.
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49
th e d ov e w a y v alu es
&
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.
50
51
th e d ov e w a y v alu es
&
52
THIS IS.
T H I S I S N T.
53
th e d ov e w a y v alu es
THIS IS.
&
T H I S I S N T.
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
&
D OVE IS A BEARER O F G O O D NE W S.
60
T H I S I S N T.
61
th e d ov e w a y v alu es
&
T H I S I S N T.
63
th e d ov e w a y v alu es
&
p erso n ality
64
65
th e d ov e w a y v alu es
&
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.
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
THIS IS.
&
T H I S I S N T.
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
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69
th e d ov e xwxaxyx 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
T H E D O V E W AY
Voic e
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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 contains no mumbo jumbo, no ad-land clichs, no hype, no puffery.
Dove doesnt sell itself or boast. This in no way m eans Dove
doesnt indict its competition. This is the brand that was built on
indictm ent. ( Dove doesnt dry your skin the way soap can.) But its
purpose in using indictm ent is to let the consum er know w hat unm 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 voice
upon its elf to t ell consu m ers that it kno w s w hat th ey w ant or
w hat to think. D ove is n ever judg m e ntal. A nd though its sinc ere ,
its far fro m overly e arn e st. D ove has a s e ns e of hu m or, but it
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
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75
th e d ov e xwxaxyx 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
T H E D O V E W AY
B e aut y Th e or y
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77
th e d ov e w a y b e a uty th e ory is
of charact er b e hind th e eye s, a stre ngth and vit alit y of p ersonalit y sho w ing through.
A N D I N C A S E YO U A RE W O N D E RI N G ,
D OVES BEAUTY LO OKS BEAUTIF UL .
CAPTURES A M O M ENT
CAPTURES A M O M ENT
CAPTURES A M O M ENT
CAPTURES A M O M ENT
94
T H I S I S N T.
95
th e d ov e w a y b e a uty th e ory is n ot
T H I S I S N T.
96
T H I S I S N T.
97
th e d ov e w a y b e a uty th e ory is n ot
T H I S I S N T.
98
T H I S I S N T.
99
th e d ov e w a y b e a uty th e ory is n ot
T H I S I S N T.
100
T H I S I S N T.
101
th e d ov e w a y b e a uty th e ory is n ot
T H I S I S N T.
102
T H I S I S N T.
103
th e d ov e w a y b e a uty th e ory is n ot
T H I S I S N T.
104
The Discriminator
106
107
th e discri m in ator
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 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.
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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
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117
in closin g
20 02 L E V E R B R O T H E R S C O M PA N Y