Use your pedigree

If your brand is lucky enough to have a pedigree, use it, It’s a great point of difference.

There aren’t many brands they can say they’ve been around for over 100 years. It’s actually a fantastic differentiator as it shows real credibility. If you’ve lasted this amount of time, you’ve obviously got an incredibly good product!

The world of shaving products has been very samey over the last 10 or 20 years. All competing blade brands seem to have been rooted in technology, and only differentiated their offers by adding more and more blades.

So it’s interesting to see Gillette focus more on its authenticity and roots in this extension of its shaving products. Mr King Camp Gillette (the brands namesake) revolutionised modern day grooming in 1901 when he invented the world’s first ever safety razor.

The King C. Gillette brand, inspired by its founder, provides a nod back to the early 1900’s with its shaving products and classic razor collection.

It’s actually quite a brave move as this development doesn’t use any of the brands existing core assets, with only the name providing the link to the parent brand.

If you have a great product and a name synonymous with a sector, this is obviously a much easier leap to make. But remember you can’t make up authenticity it needs to be backed with a credible story. So if you have one, use it!

#BrandDesign, #PackagingDesign, #Packaging, #Marketing

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