Why Longevity Wins - The Dove Blueprint for Long-Term Marketing Success
Purpose: To understand the key principles that enable brands to construct long-term marketing campaigns, helping communicate, maintain, and build brand identity. Design/Methodology: This study uses a case study approach by conducting content analysis of Dove’s 20-year self-esteem campaign. The analysis is supplemented by a qualitative survey of Dove’s Nordic brand management team in order to conte
