Over on the ‘This Blog Sits At’ site, Grant McCracken provides insight into the success of the Dove campaign. He says, ” Dove was prepared to capture the tremendous energy coming off a trend that many brands just looked through or tried to work around.”

Seven branding lessons of the Dove campaign

1. Survey the world. Get to know the culture. 2. Discover the trend or the impulse that could serve the brand. 3. Assess the downside risks to which the brand is exposed. 4. Establish a time table that shows the growth of the trend. 5. Establish the moment to get in. 6. Partner with the enthusiasts of the trend. 7. Make your move (repeat steps 1 through 6)

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