
Dove CMO on making purpose work and avoiding AI hype
Ad Age Marketer's Brief
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The Importance of Purpose in Product Communication
The purpose work that you do is closely related to the category and the products where you compete. It's about beauty and self image, right? Yeah, absolutely. It needs to be linked because otherwise it's not sustainable. And every product communication we do is not retouched. We leverage the women. So we shine through in a way our purpose also through product Communication.
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