Dove: Evolution of a Brand (1-page write-up/see questions below & pick 3 to answer) i. What is a Master Brand? How do the communication needs of a Master Brand differ from those of individual brands or products? ii. Are unifying, Master Brand messages really needed? If so why, & under what circumstances? iii. Is individual brand sell needed in addition to Master Brand sell? If so, how can the proper balance be determined? iv. Is a philosophical message enough to sell a brand? v. How difficult is it to create a controversial enough message to create buzz? vi. Are psychiatrists needed to identify deep enough insights to strike a responsive chord among consumers? vii. How was Dove able to maximize the buzz behind the Real Beauty campaign? viii. Is reality vs. aspiration more or less impactful in the Beauty Aid category?
