7 Jul 2010
Over the past few weeks, I’ve been giving serious thought to why King of Shaves continues to do so well, in the face of extraordinary levels of competition. From a product/brand perspective, I know why it is – King of Shaves is pretty much unique in the FMCG world of toiletries, in that it’s logo says what it does, and those who know, and trust us rarely buy out of our brand.
But, given I sit in serious Board Meetings (like today, on the 14th floor of the building where our non-executive Chairman works) where I’m challenged by my serious investors/partners (including my successful Hedge Fund owning brother Doug and my long term business partner, Herbie) about my growth and brand positional strategy for King of Shaves, HOW we can continue growing (without spending mega-millions – not that we have them to spend), in the relentless face of half price handle deals (put there to try to kill us) and huge marketing spends (deployed to keep people buying), what to do, and how to do it is King.
So, it was ‘food for thought’ as I trained back from London to our Beaconsfield support office, as I mulled over “what to do”. This thinking continued into the afternoon, and only came together after collecting my son from school, and driving home tonight,
I worked out the “How”.
Well, that would be telling – but “Publicity Point” and the heady “Amplification Accelerant” that is Social Media will be at the heart of our King of Shaves brand hurricane.
If you follow me on twitter, you’ll get an early heads up of our plans…
Watch this space…it’s all about being the King of Shaves – the sexy shaving brand…