Balancing purpose and profit: how Dove’s 6P strategy powers unmissable brand superiority

Globally, consumers are increasingly drawn to purposeful brands that make a positive societal impact, with 61% more likely to support socially responsible brands according to a KPMG survey. Brand owners face the challenge of balancing purpose-driven marketing with the need to build strong brands and drive sustainable growth. Dove’s Campaign for Real Beauty, which has been successful for 20 years, is a prime example of a brand that has effectively achieved this balance.

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