The Dove Real Beauty campaign used a unique message to successfully market its products, but beneath that message was the effective understanding of basic marketing fundamentals. What are those fundamentals? As a result of its Real Beauty marketing campaign, Dove’s sales soared and it attracted many new customers. What can the Company do to retain these customers? If a brand is a promise, what does the Dove brand promise its customers? What can a company that sells services, rather than commodities, take away from Dove’s experience? Building upon the business you would like to open up, what would differentiate your brand from competitors?