The logical starting point for this discussion is to define empathy, marketing-based empathy and the stages in developing and applying empathy-based marketing.  Walk a mile in their shoes – empathy can be the key. Research suggests that as many as 85% of human beings suffer from low self-esteem at one time or another. Understanding this, Dove (the […]

The logical starting point for this discussion is to define empathy, marketing-based empathy and the stages in developing and applying empathy-based marketing.  Walk a mile in their shoes – empathy can be the key. Research suggests that as many as 85% of human beings suffer from low self-esteem at one time or another. Understanding this, Dove (the soap brand) ran a campaign in 2013 called – ‘Real Beauty Sketches.’ Using a video campaign, Dove considers how women and men tend to struggle with low self-esteem. A woman describes her facial features to a sketch artist who is behind the screen. Immediately after this, a second person is asked to describe the same woman while the artist sketches another portrait. When presented with both the results, the portrait based on how the second person saw the woman made her look much younger, more beautiful. And more likeable than the one sketched using the self-description. The…