The Dove campaign for real beautyPlacing the brand behind a very important societal issue (due to the unrealistic beauty standards advertised in the beauty industry) could have have a big effect on the target market, but it has many flaws and may have alienated many people in its progress. The idea may seem like a successful addition to the Dove brand, but the hype around the ads may not translate into brand and product purchases. Applying a single identity to all of a brand's products is beneficial, but if the identity is not consistent with the products it sells or the company it is associated with, it can harm to the brand (Deighton 2007). Creating an identity for the brand must be able to capture consumers' attention and create emotional attachment, but it must be consistent to be successful in the long term. POSITIVE ASPECTS Differentiating itself from competitors and creating an emotional attachment to the brand: Dove's aim to defend a point This point of view has helped to build an identity for the brand and differentiate it from its main competitors (Deighton 2007). Personal care is a very saturated market with high competition. Dove has chosen a very different marketing technique than its competitors, which allows it to differentiate itself from Nivea and Olay (Millard 2009). The Real Beauty campaign's attempts to change the way society perceives beauty makes it unique and manifests emotions in women. The Real Beauty Sketches which put the finishing touch on the campaign played on women's insecurities and, although risky, positively transferred this feeling to the brand. The message supported by the campaign: "... middle of paper ...... is not an anti-aging ad, it's a pro-aging ad." This creates even more contradiction in that Dove is promoting their anti-aging products through these advertisements and if their goal is true beauty, women should not need to purchase anti-aging products. This undermines the authenticity of the brand which advocates that every woman is beautiful, no matter their size or age. These paradoxes and double standards can create cognitive dissonance among consumers (Millard 2009). Although some women may embrace Dove's goal of changing perceptions of beauty, many women may feel that their insecurities are being exploited and manipulated by the brand (Millard 2009). The true beauty message can intensify the brand sentiment among many consumers, but the loss of aspirational value and inconsistency of the brand message can harm their overall brand image and harm it in the long run..