During my Masters in Future Media at Birmingham City University, I was presented with the task to design a brand activation strategy for an upcoming grooming brand Cornerstone.

1. Be Smarter

2. 20k Subscribers
1 Handle, 6 Blades, 3 Lotions | Balms | Gels
Only available online
135 positive reviews on reviews.co.uk
National Press (Telegraph & Shortlist)
Blogging Community
Hold on: Something is Missing is here!

3. > Absence of Brand Message
> Lacks Omni-Channel maturity
> Alpha male on decline | Beta male on the rise (Shortlist, Telegraph 2015)
> Influencers within the market – Females | Lifestyle Reviews | Grooming
Blogs | Beta WOM
> Weak Direct | Quirky and Fancy Indirect Competition

4. Lone Wolf Larry
Age: 30-35
Social Class AB
Salary: £35-40K
Needs: Loves a barber shop shave
he can produce at home
Uses: LinkedIn, Instagram and
Facebook
Family man Frank
Age: 45-50
Social Class AB
Salary: £60-85K
Needs: Alone Time to shave;
enjoys the moment
Uses: LinkedIn, Facebook
Surgeon Steve
Age: 60-75
Social Class AB
Salary: 85K +
Needs: Shaving is a ritual for him
Uses: Facebook

5. Feel Amazing | Conversational | Subtly Dominating | Introvert yet Inspiring
| Sophisticated | Premium but Accessible……

6. Sharp, Educated, Feel Better, Feel Good and Energized

8. Picture Stories | Intelligent Comparison (Content) | Bright Humour | Movie
Quotes | Chemical Reactions | Life Hacks | Smart Technology | Innovation to
Zero | Smart is the new Green | Magic Tricks
Criteria: Beta Role | Exposure Capabilities | Organising Idea | Time Relevance

10. …it starts with a bit of love
#Desire #Timeless
Smart, Sexy, Engaging and
Shareable Experience

11. > Paid
• Facebook Advertising
• Instagram Advertising
• YouTube Advertising
• PPC
• Outdoor Advertisement (TFL)
> Owned
• CRM to own Database
• Brand Partner Promotion
• Cornerstone Social Media Coverage
> Earned
• Male Lifestyle Bloggers
• Female Influencers
• Beta male to Beta male

12. > “Soft” Rebranding
> Integrated Viral | Fame Campaign
> Multichannel Media Plan

13. Service App
(C2B & C2C)
Lifestyle Club Bible
CRM Rebuild
B2B possibilities