Dove: Maintaining a Brand with Purpose

Cold Call

Unilever’s Dove soap became a brand with purpose when it launched the “Campaign for Real Beauty” to combat media-driven stereotypes of female beauty. But now Dove is facing criticism about its other brands that contradict the Dove campaign, and struggling to determine the best allocation of funds between advertising and the educational programs that deliver social impact. Can Dove maintain both its market position and social impact in the future?

Harvard Business School Senior Lecturer, Mark Kramer discusses his case, “Dove and Real Beauty: Building a Brand with Purpose.”