[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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