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Dollar Shave Club - Brand Audit

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Camia Gavin
Camia Gavin

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 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, 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.  
THANK YOU NO REALLY. THANK YOU.

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Dollar Shave Club - Brand Audit