164 | Successful Brand Strategy Example (Old Spice Repositioning)

In this episode, you’ll discover how an “Old Man’s” brand became the world’s #1 brand for men’s body wash from a simple repositioning strategy.  👉 Learn more: ⁠https://brandmasteracademy.com/brand-master-podcast/⁠  First, you’’ learn about the history of the Old Spice brand, including its introduction to the market in 1937 with women’s products and a takeover from Proctor & Gamble in 1990 for $300 million.  Next, you’ll learn how their original positioning aligned them with granddads and why that became a challenge the brand needed to overcome to survive.  You’ll then discover how leading agency Weiden + Kennedy refocused the brand to appeal to a younger target market through a bold personality and a campaign that went viral.  Finally, we’ll look at the impact of communication adjustment and personality on sales with a 125% increase.  For more brand strategy resources and downloads visit ⁠https://brandmasteracademy.com/⁠