The Axe Effect.
Gillette: The best a man can get.
Old Spice- The mark of a man.
Nike- Just do it.
Amul- The taste of India
Each time you hear these brands being called out, you associate it with a promise it has made to you. A promise that is so distinct and so deeply entrenched that Wilkinson can never quite convince you that its blade and shaving systems are the best you can have.
A Reebok has forever been chasing Nike.
An Axe stands out for its audacious claim of how it makes women behave when they smell the fragrance.
So how did these brands get there? How did they get so intimately attached to their consumers that they build a lifelong association.