Old Spice re-positioning

Situation: 

Old Spice antiperspirant, deodorant, body wash, hair and beard care company. It makes a ton of great things designed for men, loved by everyone. Old Spice got an objective to target a new market – young men. 

The company changed its old-looking packaging to make the product more attractive for the new target.

Old Spice rebranding

However, the Company’s Brand image was still perceived by toung men as outdated. As a Consequence – young men shop for Axe (the main company’s competitor) with the agresive marketing campaign “AXE effect”. Continue reading “Old Spice re-positioning”

How does Airbnb use the co-created with customers content in their digital marketing?

Introduction: Through co-creation, companies can access the depth of customer capabilities, knowledge and assets. And furthermore, revenues and profits are shared – together Airbnb and its “hosts” have built a company that was most recently valued at more than $25 billion.  Continue reading “How does Airbnb use the co-created with customers content in their digital marketing?”