Comments on: Brand triage: a tale of two perfumes

By: perfumes for men

perfumes for men — Fri, 02 Jan 2009 06:16:59 +0000

I have a passion of perfumes, and I also run a small perfumes sales business. I look
around for posts like yours so I can keep myself updated. I consider the scent of perfumes
as an art because every perfumes' scent is unique in its own way just like an artist
paints unique pictures. I even run my own blog for perfumes.

By: Brett Macfarlane

Brett Macfarlane — Tue, 02 Sep 2008 03:44:36 +0000

I couldn't agree with you more on how well Old Spice through WK has added live back to Old Spice. However, what they have done brilliantly other than borrow the ironic equity of NPH and Bruce Campbell is build a brand based on dissonance. While often they use celebrities (Brian Urlacher and L. L. Cool J are the most recent) they also run work free of stars, such as the "is it for me," menateur or dude sliding around all 4 bases. They all build up to modern manliness and given the heavey media wights of the brand keep it interesting and meaniful month to month.

Nothing more annoying than taking a single tag, visual or construct and hammering it through mass GRP's and print coverage. Coincidentally the formula of old Old Spice. Kudos of the turnaround.

By: Paul

Paul — Tue, 19 Aug 2008 20:18:52 +0000

more posts like this one please Grant. Also loved the 'bring on the trumpets' comment. Wonderful ad.

By: Scott Haile

Scott Haile — Mon, 18 Aug 2008 18:04:15 +0000

You touch on the terrifyingly complex topic of rapidly shifting gender identity. Masculinity is not only under construction, it seems to be irrevocably shattered. Slogans are not identifying segments, but generating them.

By: peter spear

peter spear — Mon, 18 Aug 2008 10:38:45 +0000

when it comes to smart advertising, the thing that the brands have in common is that they stand alongside their consumers and share in the mocking of these constructs. i've often wondered if the argument for humor in advertising is not only about its ability to get attention and retention, but something perhaps a bit more gloomy having to do with a fundamental unwillingness to believe anything earnest from such a scale.

By: n to the h

n to the h — Mon, 18 Aug 2008 07:18:29 +0000

Bring on the trumpets!

By: Virginia Postrel

Virginia Postrel — Sun, 17 Aug 2008 01:31:35 +0000

Good post, but I have to disagree with you on "You, Happier." First of all, neither of us remembered that it's a slogan for Best Buy, which pretty much defeats the purpose. (I found it with Google.) And second, the equation of home electronics with happiness is too crass even for me–and that's saying something.

By: peter

peter — Sat, 16 Aug 2008 16:21:29 +0000

One of the amusing features of The Australian Tourist Commission's slogan, "So where the bloody hell are you?" was that it simultaneously managed to upset many of Australia's traditional rivals: the British with "bloody", Canadians with "hell", and New Zealanders with "ewe".

By: Gladys

Gladys — Sat, 16 Aug 2008 09:19:04 +0000

We’re definitely moving towards a more ontologically diverse society but many cultural cues will most likely remain. The fluidity of views about contemporary culture hasn’t necessarily created a melting pot of ideas so campaigns like Old Spice will never run out of steam. BTW, High Karate is by far the manliest of musks.

By: James

James — Sat, 16 Aug 2008 00:44:38 +0000

And I'll now trade my modernists: Eliot for Yeats.