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NYU graduate school presentation on Dollar Shave Club. Assessment of brand structure, essence, and exprience.
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BRAND HIERARCHY
BRAND NAME & IDENTITY
BRAND ESSENCE
• Irreverent • Funny • Practical
POSITIONING
Convenience Affordability
PROMOTIONS
Youtube Video
Member Referrals
TV (Coming Soon)
BRAND TOUCHPOINTS
Website Social Media
BRAND EXPERIENCE
Ordering
Receiving
BRAND ASSESSMENT
Architecture Identity Essence
Positioning
Experience
Touchpoints
Small product line, positioned well for future growth
Meaningful and compelling, but not ownable
Excellent personality and strong brand essence
Well done, except it doesn’t show as much as a lifestyle brand as the founder says he wants it to become
Seamless customer experience from ordering to receiving
The brand could have more exposure. It should grow its touchpoints in its new phase of growth.
THANK YOU NO REALLY. THANK YOU.