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Once Again People. . .Perception is Reality!

/ Branding / By

[et_pb_section fb_built=”1″ _builder_version=”3.7″ background_color=”#002e5e” background_image=”https://yourbrandmarketing.com/wp-content/uploads/2018/07/0.jpeg” background_position=”top_center” background_blend=”overlay”][et_pb_row _builder_version=”3.2.1″][et_pb_column type=”4_4″ _builder_version=”3.0.47″ parallax=”off” parallax_method=”on”][et_pb_post_title author=”off” date=”off” comments=”off” featured_image=”off” text_color=”light” _builder_version=”3.2.1″ title_font=”||||||||” title_font_size=”70px” title_font_size_tablet=”61px” title_font_size_phone=”40px” title_font_size_last_edited=”on|desktop” text_orientation=”center”][/et_pb_post_title][/et_pb_column][/et_pb_row][/et_pb_section][et_pb_section fb_built=”1″ _builder_version=”3.0.47″][et_pb_row _builder_version=”3.0.47″ background_size=”initial” background_position=”top_left” background_repeat=”repeat”][et_pb_column type=”3_4″ _builder_version=”3.0.47″ parallax=”off” parallax_method=”on”][et_pb_text _builder_version=”3.7″]There is a firestorm on the internet right now against Dove.

This screenshot is NOT the ad! It is a portion of the ad that has been shared hundreds of thousands of times and has caused an uproar. I wish I could show the entire ad (video), but Dove has taken it down due to the bad publicity.

Too bad, I think it teaches us an amazing lesson and I want to share it with you.

This portion of the ad, shows a Black woman taking off her sweater and a White woman is underneath it. From what I have seen on the internet, the actual ad is a series of women pulling off the sweater to show someone else. My view of this is that every woman is beautiful, but different and they should all be supported and loved.

The opposing view of this, is that this ad is racist because the Black woman became White and the text underneath accentuated this.

Here is what was written by AdWeek on this subject.

And here is an Interview with Lola Ogunyemi, the Black Woman in the commercial, she does not consider herself a victim!

I am not here to debate whether this is right or wrong. What I am here to say is that perception is reality. My guess is that the vast majority of people who are screaming about this ad, never saw more than this image. This is what they are basing their view of Dove as and it is not good.

Google Dove Commercials and watch a dozen of them and decide for yourself what you think. My view is that Dove, for years, has spoken about beauty coming in all shapes, colours and sizes and that we are all special in our own way. To me, calling Dove racist seems incongruent with the body of work they have done over the last few years, but that is just my opinion.

What this teaches all of us is that we do not control the destiny of our own brands anymore. We can influence them and we can tell the brand story but it is how we are perceived by those who interact with the brand that really determines what our brand really is.

Brands and companies in general need to realize that you will never make everyone happy. You need to determine who your audience truly is, understand why they care about you and communicate with them in ways they can relate to, engage with and champion.

I am personally sorry for all the bad press that Dove is getting. In my opinion (and I have been wrong before) they do not deserve it. Would there have been such a firestorm if a White woman tore off the sweater and became Black? Maybe, maybe not! If not, what does that say about our society as a whole?
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Silver - one episode plan $4395.00

  • One 60-minute recorded interview to understand who you are, what you do, why you do it, who you do it for and why they should care. This interview is designed to show your true value and enable you to shine
  • Four 2-3-minute videos that come from that interview that help you tell specific parts of your story that you can put on your website and used through social media and email campaigns regularly.
  • Four 30-60 second audiograms designed to enable pecple to have a quick understanding of your value and why they should search you out to find out more through their use on your website and social meda.
  • Six images that you can use through your social media on an on-going basis.
  • Five or Six tweets that can be sent out regularly.
  • An edited transcript of the interview that enable you to ganer even more market materials and have approximately 6500 words on your website that provides SEO benefits.
  • One 25-35-minute podcast episode on the Find Your Pro Show with a marketing that looks like this

GOLD - four episode plan $10998.00

  • One 60-minute recorded interview to understand who you are, what you do, why you do t, who you do it for and why they should care. This interview is designed to show your true value and enable you to shine
  • Three additional 60-minutes recorded interviews that can be testimonials with clients, case studies, best practices or top questions of your clients answered. The goal is to provide value to your audience that creates trust with them and gives them reason to buy from you
  • Sixteen (4 per interview) 2-3-minute videos that come from that interview that help you tell specific parts of your story that you can put on your website and used through social mead and email campaigns regularly,
  • Sixteen (4 per interview) 3060 second audiograms designed to enable people to have a quick understanding of your value and why they should search you out to find out more through their use on your website and social media
  • Twenty-four (6 per interview) images that you can use through your social media on an on-going basis
  • Twenty four (6 per interview) tweets that can be sent out regularly.
  • Four (one per episode) edited transcripts of the interviews that enable you to garner even more market materials and have approximately 6500 words on your website that provides SEO benefits.
  • Four 25-35-minute podcast episode on the Find Your Pro Show with a marketing page that looks like this

PLATINUM- twelve episode plan $27750.00

  • One 60-minute recorded interview to understand who you are, what you do, why you do it, who you do it for and why they should care. This interview is designed to show your true value and enable you to shine.
  • Eleven additional 60-minutes recorded interviews that can be testimonials with clients, case studies, best practices or top questions of your clients answered. The goal is to provide value to your audience that creates trust with them and gives them reason to buy from you.
  • Forty-eight (4 per interview) 2-3-minute videos that come from that interview that help you tell specific parts of your story that you can put on your website and used through social media and email campaigns regularly.
  • Forty-eight (4 per interview) 30-60 second audiograms designed to enable people to have a quick understanding of your value and why they should search you out to find out more through their use on your website and social media.
  • Seventy-two (6 per interview) images that you can use through your social media on an on-going basis.
  • Seventy-two (6 per interview) tweets that can be sent out regularly.
  • Twelve (one per episode) edited transcripts of the interviews that enable you to garner even more market materials and have approximately 6500 words on your website that provides SEO benefits.
  • Twelve 25-35-minute podcast episode on the Find Your Pro Show with a marketing page that looks like this.

The SILVER option is designed for companies on a limited budget or who would like to try the power of the Communicate Your Why program before committing.

It provides you with a reasonable amount of shareable content and access to our network. However, for most companies, this may not provide a full year's worth of marketing materials. If you purchase a SILVER package and decide to upgrade within 30 days of the airing of your episode, we will credit 90% of the SILVER package towards either a GOLD or PLATINUM package.

Our expectation is that we will release your episode within 30 days of the recording date.

The GOLD option is a basic yearly marketing package.

Optimally, you would release an episode quarterly and use the content that accompanies it to update your marketing on a quarterly basis. It is literally four times the amount of marketing materials as the SILVER option and allows you to not only tell your story but create a case studies with clients or talk about specific ways you add value to your clientele in a non-sales way. We would suggest that you have us interview other employees, suppliers, strategic partners and/or clients with additional episodes in order to add additional value and tell a richer and a more robust version of your brand story.

Our expectation is that we will release your episodes quarterly.

The PLATINUM option is designed as a monthly marketing package

It gives you the content you desire to stay top of mind with your clients and prospects, talk about ongoing developments and tell a more robust story. Again, if you purchase a GOLD package and decide to upgrade to a PLATINUM one within 90 days of starting the original GOLD package, we will credit 90% of the original purchase price towards the price of the PLATINUM option. We would suggest that you have us interview other employees, suppliers, strategic partners and/or clients with additional episodes in order to add additional value and tell a richer and more robust version of your brand story.

Our expectation is that we will release your episodes monthly.

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