Saturday, November 2, 2013

Ariel Feldman's Blog Post #7

As I've written before, The Evolving Industry is by far my favorite class of the semester. The real world, out of the classroom experience is just so invaluable, and I think it can illicit more inspired discussions than in traditional classroom settings.

In terms of Dove's women's branding, I think it's really cool that the City of New York has paired with Dove to propel the Self-Esteem Campaign further through a public affairs initiative called the "NYC Girls Project." This project focuses specifically on girls aged 7-12 and addresses their concerns about not being "pretty enough" or "good enough" - a sad standard that is often set by the media. I think it's interesting that even though Dove's messages are filtrated through the media, the core of their CSR messaging is against the stereotypes promoted by the media which sets unrealistic expectations for young women. This coincides with Dove's ethos about "real beauty" and that they aren't afraid to stand up against false advertising in the media - something that causes the consumer to place a lot of trust in the Dove brand and also to believe that Dove is "in it" with the consumer. This togetherness between Dove and the consumer is a powerful loyalty that - clearly - Dove is seeking to engage in at an early age by starting these CSR programs at the age of 7.

Switching gears, I thought our visit to JetBlue was SO unique and I was really fascinated by the control room!! I will forever think of those two guys sitting at their desks, watching air traffic, whenever I am delayed on a tarmac (which, hopefully, won't happen.) I loved the team spirit at JetBlue and I know that I want to be on the corporate, client side of PR because I like the in-house feel of belonging to one set company. Personally, the switching around from account to account at an agency is not something that I would enjoy at all, and I really like the idea of being a representative of whatever brand I would work for. I think the JetBlue employees were exemplary models of corporate representation and I hope to one day find a job that I am as happy with as they seemed to be!

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