Ariel Feldman's Blog Post #6

The Evolving Industry continues to be my favorite class of the semester. I really love going to all of the different companies and seeing how they work within the industry, what their different functions are, and how they relate to the bigger picture of the communications industry as a whole. I especially had some enlightening moments when we went to Cohn & Wolfe - and that alone has been very invaluable in terms of helping me choose my career path.

In terms of Dove, I am learning more about their corporate branding and imaging when it comes to their women's products, and there have been a lot of articles recently about their Self-Esteem Campaign. (This is one of them: http://www.glamour.com/beauty/blogs/girls-in-the-beauty-department/2013/10/change-your-life-tips-5-little.html) A lot of fashion magazines that target young girls are pairing with Dove to add some context to the Self-Esteem Campaign and I think that's wonderful because it's such a natural way to reach these girls in their own habitats, it almost is fully integrated into their lives. Also, Mayor Bloomberg has even gotten involved in the discussion (http://healthland.time.com/2013/10/02/bloombergs-quixotic-campaign-to-boost-girls-self-esteem/) which gives a public affairs boost to this issue and heightens the authority of Dove's brand, connecting it with someone in a position of power. 

In terms of Landor, although I had to leave after the presentation (which was quite embarrassing and I apologize for any disruption that caused!!!) I was really struck by the amount of different things that people who focus on branding have their hands in at any given time. From packaging to logos to company ethos, Landor seems to do it all. I was really fascinated by the work they do to boost company morale (P&G was an example) and I never really thought about the work it takes internally to get employees to "buy-in" to the vibes that a brand is trying to "sell". I really enjoyed Landor and thought that the presenter was incredibly well spoken and worldly, and it was truly a pleasure listening to her. Luckily, the ice I had my hand in melted just when she finished speaking!