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“WewantConsumerstoseeWilkinsonSwordastheclassy,qualitybrandthatitoncewas.”
WilkinsonSwordstartedlifeasagunandswordmanufacturer.Itthen
begancrea@ngrazorsthatwerefocusedonsafetyandquality. Asithasgrownovertheyearstheproductvalueshavestayedthesame
andrightlyso.MenwhousetheWilkinsonSworddosobecauseofthisquality.
Howeverthesequality'sseemstohavebeenlostinthebrandsadver@sing.Consumersfeelitlackspersonalityandthatthevaluesofthebrandarenotprojectedenough.
Themen'[email protected]’veaKachedtheirbrandtocelebri@esandthecelebritylifestylethatrequirestheneedtolookyourbestatall@mes.
WilkinsonSwordcurrentlyfocusesit’sadver@singonthelatestproductaKributesratherthanlookingatwhatthebrandcangivetoconsumersindividualneeds.
AsGilleKehasabiggermarketshareitsharderforWilkinsontostandoutwithitsads.
So,howcanWilkinsonSworddifferen@ateitselffromitscompe@tors?
WilkinsonSwordhasalwaysstrivedtocreaterazorsthatprovidethesafestandbestqualityshaveforitsconsumers.
As@mehasgonebymenhavebecomemoreconcernedwiththeirappearance,sotheproductsandrazorshaveimprovedtomeettheseneeds.Howeverrealmenareawareofbecomingeffeminatesoitisimportantthattheyareaddressedwithanexecu@onthatismasculine–anexecu@onthattheycanfeelproudtobeapartofandrelateto.
KeepingthisvitalbranddimensionisakeychallengeforWilkinson’sfuture
It’simportanttounderstandhowtoaddressmasculinegroomingtoconsumersnowandwhatitmightmeaninthefuturetohelpiden@fyaterritorythatWilkinsonSwordcanown&occupyinthemodernworld.
RealmenareawareofmetrosexualaTtudesandhowthisisperceivedbytheirpeers.Theywanttotakeonthemodernmanapproachtolookingsmartandwellgroomedbutinamanlymanner
It’sacceptabletotalkofretrostylebecauseitisincorporatedinanacceptablybutchwayofcaringforyourappearance.
Noneedtofeeleffeminateifyouarediscussingappearanceamongstothermen.Oralterna@velybeingaddressedbymanlymenaboutyourappearanceandtheappearanceofothersalike
Crea@veplaWorm“Iwantabrandthat’smasculinebutimageandqualityconscious–Thefeelingofmasculinesecurity–itsacceptablefortheupperliptowellgroomedaslongasit’ss;lls;ff.”
Iconic
Empowered
Theoriginal(withatwist)ands@llthebest
Quintessen@al
Strong
Confident
Understatedclassic
Understanding
Informa@ve
VW,OldSpice,BarbershopsETC…
Brandsthatexudesimilarpersonalityandcharacteris@cs.
PrintAdverts
PrintAdverts
PrintAdverts
PrintAdverts
PrintAdverts
SocialMedia
SocialMedia
SocialMedia
GuerillaMarke@ng
GuerillaMarke@ng
GuerillaMarke@ng
MobileApplica@on
MobileApplica@on
MobileApplica@on
MobileApplica@on
MobileApplica@on
MobileApplica@on
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MobileApplica@on
Viral
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