By

“WewantConsumerstoseeWilkinsonSwordastheclassy,qualitybrandthatitoncewas.”

  WilkinsonSwordstartedlifeasagunandswordmanufacturer.Itthen

begancrea@ngrazorsthatwerefocusedonsafetyandquality.  Asithasgrownovertheyearstheproductvalueshavestayedthesame

andrightlyso.MenwhousetheWilkinsonSworddosobecauseofthisquality.

  Howeverthesequality'sseemstohavebeenlostinthebrandsadver@sing.Consumersfeelitlackspersonalityandthatthevaluesofthebrandarenotprojectedenough.

  Themen'sshavingmarkethasbeensaturatedbyGilleKeintermsofadver@sing.They’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.

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