Dove Micro Site on MSN

Dove is soap.  Or is it?  Dove is an expression of self esteem.  Is it?  Dove would like you to think so.  Have a look at this very well produced micro-site (link here).

Dove has used the Internet to create a brand position in a way no other medium would allow.  Consumers of Dove can delve pretty deep into their concept of beauty and self-esteem.  Forums, expert Blogs, Widgets, and other tools provide Dove’s consumers with a way to interact with the brand that truly connects the consumer with the position.

If you think your products transcend the product benefit/need fulfillment and can connect to the consumer on an emotional level — or if your product is a commodity like soap and you need to create an emotional connection as a differenciator nothing beats the web to offer a robust engagement.  Have a look at the Dove site and get a feel — they are not selling Soap.  They are selling self-esteem and using the web do to is very effectively.