From the course: Empathy in Business: Design for Success
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Empathy in branding
From the course: Empathy in Business: Design for Success
Empathy in branding
- Now I want to give you a couple of examples of brands that have used empathy successfully and one who didn't. We have to start with the Dove Real Beauty campaign, which has been called the best US campaign in 20 years. The company set out to understand their audience, beyond just the normal facts. In doing so, in really trying to understand women, they discovered that only 4% of women think they're beautiful, which meant that 96% don't. And that previously unacknowledged insight, put them on the path to point out the beauty in every woman, which was full of compassion and empathy. The audience was able to see themselves, representation, and felt like they were not only being heard, but they were also being told they were beautiful, instead of the normal advertising which typically tells women, they need to buy a certain product to become beautiful. Sales jumped from 2.4 billion to four billion, through this honest approach…
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