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Breaking the Mold: How Dove’s AI Initiative Provides a Blueprint for B2B Success

+ The Power of Strategic Narrative

Hello and welcome to the 117th edition of Fresh Salmon.

I am pleased to have you here, and if you would like to read past issues of the newsletter, please click here.

Before we dive into today’s edition, here are the current stats for Fresh Salmon Newsletter:

  • ~ 4500 Subscribers (Did a big list cleanup)

  • 44.75% Open Rate (All time) vs 47.44% Open Rate (Last 30 Days)

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I enjoy exploring marketing from the past.

It tells a lot about how the world has evolved over the last few decades (or has not changed).

Here is a print ad from Delta Airlines -

As far as I know, Delta will not publish anything even remotely close to this ad today. Just saying. . .

Breaking the Mold: How Dove’s AI Initiative Provides a Blueprint for B2B Success

In the fast-paced world of marketing, it's easy to get caught up in the next big thing. 

Whether it's the latest cultural trend or the newest algorithm change, marketers tend to dive headfirst into these shiny new tools, forgetting that it's all about people at the end of the day.

People tend to forget the human connection as they relentlessly pursue the new. 

Despite having some of the most sophisticated technology at their disposal, the biggest brands often fail to communicate effectively with their consumers.

On the flip side, there are brands such as Dove who have long championed the real beauty of women and girls, guiding them gracefully through every stage of life. 

Taking a bold leap into the future, Dove's latest campaign explores the power and pitfalls of artificial intelligence.

Two decades ago, Dove's groundbreaking "Campaign for Real Beauty" revolutionized the discussion around real beauty and the harms of photo editing, and today they are taking a stand on AI.

Despite AI's advancements, Dove argues that it mirrors our old biases and imperfections-potentially creating another layer of distortion in how we perceive ourselves and each other.

With this campaign, Dove isn't just using AI to innovate. By leveraging it, they emphasize their dedication to authenticity. 

This campaign poignantly illustrates how sophisticated algorithms still reflect our own flaws and biases, despite their power. While technology is transformative, it should not stray from enhancing our understanding of real beauty.

Here is the advertisement, check it out -

A beacon of authenticity in an increasingly digital world, Dove is stepping into the spotlight not just to adapt, but to challenge and lead. 

As Dove navigates the fascinating intersection of AI and authenticity, it reminds us that real beauty shouldn't be replaced by the latest fad.

For B2B companies seeking to improve their marketing strategies, the Dove campaign offers valuable lessons. Here are three key takeaways:

1. Focus on Human Connection and Authenticity: 

Although new technologies and trends beckon, Dove maintains its focus on authenticity and the human element.

The best way for B2B companies to keep their customers is to remember that they value relationships and trust above everything else.

Human-centered messaging can differentiate a brand in a crowded market and foster long-term loyalty.

2. Critical Evaluation of New Technologies: 

In Dove's campaign, both the potential and limits of AI are analyzed critically. This serves as a reminder to B2B companies to carefully evaluate how new technologies align with their core values and customer needs before blindly adopting them. The use of technologies should enhance customer experiences and increase efficiency, not be an end in itself.

3. Lead with Your Core Values: 

As Dove explores AI, it uses the technology to reinforce rather than undermine its core values of real beauty and authenticity.

Similar to B2C companies, B2B companies should ensure that any technological advancement or marketing trend they adopt reflects their core values. 

In a competitive environment, this approach not only maintains brand integrity but also strengthens its voice.

Discover Your Business’s Soul: The Power of Strategic Narrative

There is a powerful marketing secret that isn't about the latest digital gimmick or hack, but about something profoundly simple, yet extraordinarily powerful. 

What is this secret? 

This is your “Strategic Narrative”.

Don't just think of it as your company's story; think of it as its soul. 

It's not about branding or positioning in the traditional sense-it's about discovering what makes your business truly unique, your own "North Star" that guides everything you do. 

Creating a compelling vision that your customers can't help but gravitate toward means mastering your market's language, peering into its future, and creating a vision your customers can't help but love.

It goes beyond mere differentiation. The goal is to make a deep, visceral connection with the customer at every level of their consciousness. 

It's about creating a narrative that elevates your brand from a mere participant in the industry to a leader that shapes the industry.

Imagine producing content, launching products, and engaging with customers in a way that is not only clear and compelling, but visionary as well. Creating a legend is more than just marketing.

Strategic narrative can do wonders for your business. It is time for marketers to take on the role of storytellers and weave the fabric of the company's strategic narrative.

But it’s important to get the strategic narrative right, you must have deep understanding of - 

  1. Your customers

  2. Your market

  3. Your industry (or domain)

Go deeper and involve everyone in the leadership including product, and craft the narrative built on the vision of the company.

That’s how you create a compelling strategic narrative. 

And that’s how you dominate the market.

Interesting Thing That I Read This Week

This is an interesting observation. What do you think?

Tweet That I Noticed This Week

What Do You Think?

This concludes this edition of Fresh Salmon.

I would like to hear what you thought of today's newsletter.

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