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BRAND HIERARCHY
BRAND NAME & IDENTITY
BRAND ESSENCE

•  Irreverent
•  Funny
•  Practical
	
  
POSITIONING
Convenience

Affordability
PROMOTIONS
Youtube Video

TV (Coming Soon)

Member Referrals
BRAND TOUCHPOINTS
Website

Social Media
BRAND EXPERIENCE
Ordering
	
  

Receiving
	
  
BRAND ASSESSMENT
Architecture

Small product line, positioned well for future growth

Identity

Meaningful and compelling,...
THANK YOU
NO REALLY. THANK YOU.
Dollar Shave Club -  Brand Audit
Dollar Shave Club -  Brand Audit
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Dollar Shave Club - Brand Audit

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NYU graduate school presentation on Dollar Shave Club. Assessment of brand structure, essence, and exprience.

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Dollar Shave Club - Brand Audit

  1. 1. BRAND HIERARCHY
  2. 2. BRAND NAME & IDENTITY
  3. 3. BRAND ESSENCE •  Irreverent •  Funny •  Practical  
  4. 4. POSITIONING Convenience Affordability
  5. 5. PROMOTIONS Youtube Video TV (Coming Soon) Member Referrals
  6. 6. BRAND TOUCHPOINTS Website Social Media
  7. 7. BRAND EXPERIENCE Ordering   Receiving  
  8. 8. BRAND ASSESSMENT Architecture Small product line, positioned well for future growth Identity Meaningful and compelling, but not ownable Essence Excellent personality and strong brand essence Positioning Well done, except it doesn’t show as much as a lifestyle brand as the founder says he wants it to become Experience Seamless customer experience from ordering to receiving           Touchpoints     The brand could have more exposure. It should grow its touchpoints in its new phase of growth.  
  9. 9. THANK YOU NO REALLY. THANK YOU.
  • KatieTreacy1

    Apr. 5, 2021
  • LukasY

    Jul. 29, 2016

NYU graduate school presentation on Dollar Shave Club. Assessment of brand structure, essence, and exprience.

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