dollar shave club - brand audit
DESCRIPTION
NYU graduate school presentation on Dollar Shave Club. Assessment of brand structure, essence, and exprience.TRANSCRIPT
![Page 1: Dollar Shave Club - Brand Audit](https://reader034.vdocuments.site/reader034/viewer/2022050919/546fb1feaf795969348b45a2/html5/thumbnails/1.jpg)
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BRAND HIERARCHY
![Page 3: Dollar Shave Club - Brand Audit](https://reader034.vdocuments.site/reader034/viewer/2022050919/546fb1feaf795969348b45a2/html5/thumbnails/3.jpg)
BRAND NAME & IDENTITY
![Page 4: Dollar Shave Club - Brand Audit](https://reader034.vdocuments.site/reader034/viewer/2022050919/546fb1feaf795969348b45a2/html5/thumbnails/4.jpg)
![Page 5: Dollar Shave Club - Brand Audit](https://reader034.vdocuments.site/reader034/viewer/2022050919/546fb1feaf795969348b45a2/html5/thumbnails/5.jpg)
BRAND ESSENCE
• Irreverent • Funny • Practical
![Page 6: Dollar Shave Club - Brand Audit](https://reader034.vdocuments.site/reader034/viewer/2022050919/546fb1feaf795969348b45a2/html5/thumbnails/6.jpg)
POSITIONING
Convenience Affordability
![Page 7: Dollar Shave Club - Brand Audit](https://reader034.vdocuments.site/reader034/viewer/2022050919/546fb1feaf795969348b45a2/html5/thumbnails/7.jpg)
PROMOTIONS
Youtube Video
Member Referrals
TV (Coming Soon)
![Page 8: Dollar Shave Club - Brand Audit](https://reader034.vdocuments.site/reader034/viewer/2022050919/546fb1feaf795969348b45a2/html5/thumbnails/8.jpg)
BRAND TOUCHPOINTS
Website Social Media
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BRAND EXPERIENCE
Ordering
Receiving
![Page 10: Dollar Shave Club - Brand Audit](https://reader034.vdocuments.site/reader034/viewer/2022050919/546fb1feaf795969348b45a2/html5/thumbnails/10.jpg)
BRAND ASSESSMENT
Architecture Identity Essence
Positioning
Experience
Touchpoints
Small product line, positioned well for future growth
Meaningful and compelling, but not ownable
Excellent personality and strong brand essence
Well done, except it doesn’t show as much as a lifestyle brand as the founder says he wants it to become
Seamless customer experience from ordering to receiving
The brand could have more exposure. It should grow its touchpoints in its new phase of growth.
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THANK YOU NO REALLY. THANK YOU.