2023年创造力研究报告.pdf42页下载

Without the option to shift investment, the need for synergy grows stronger. Brands like Dove demonstrate the power of a two-pronged approach. It synergises its strategy; for every brand-building creative that provokes an emotional response around self-esteem, it releases a produ ct-based and benefit-driven ad

One of Dove’s success factors across the years has been its ability to orchestrate a comprehensive communication architecture – a term that has somehow been lost in today’s marketers’ glossary

Its balancing highly persuasive product fo cused communications with powerful emotional content, both able to build the brand equi ty and business results in the short and in the long term

The first by driving functional superiority credentials and the second one by building a unique emotional connection with the viewers

It’s the synergy between the two that makes the magio

ALESSANDRO MANFREDI

EXECUTIVE VICE PRESIDENT DOVE