Finally, we've reserved for last three brands whose brand trust strategy is widely recognized: Dove, Starbucks, and Google. There's no doubt that these are flagship cases from which there's much to learn.
Dove
The Dove brand was founded in 1957 and for decades positioned betting database itself as the creamiest soap on the market. Its marketing strategy was primarily based on showcasing and highlighting its product's attributes (creaminess, in this case) compared to its competitors.
However, at some point in the new millennium, it decided to shift its strategy: it no longer just guarantees the creamiest soap and the most caring personal hygiene products for delicate female skin, but also aims to break away from stereotypes.
It was from the trust built over years of offering a product with certain qualities that finally allowed him to shift his focus.
However, as a Harvard Business School study points out , the company faced trust issues when other brands did not conform to the realistic image that Dove promoted.
Despite everything, the campaign had a profound impact on society and positioned Dove as a brand that champions women's self-confidence.