Dollar Shave Club - Brand Audit

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NYU graduate school presentation on Dollar Shave Club. Assessment of brand structure, essence, and exprience.

Marketing Business Design

POSITIONING
Convenience

Affordability

PROMOTIONS
Youtube Video

TV (Coming Soon)

Member Referrals

THANK YOU
NO REALLY. THANK YOU.

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Dollar Shave Club - Brand Audit

1.

2. BRAND HIERARCHY

3. BRAND NAME & IDENTITY

4.

5. BRAND ESSENCE •  Irreverent •  Funny •  Practical

6. POSITIONING Convenience Affordability

7. PROMOTIONS Youtube Video TV (Coming Soon) Member Referrals

8. BRAND TOUCHPOINTS Website Social Media

9. BRAND EXPERIENCE Ordering Receiving

10. BRAND ASSESSMENT Architecture Small product line, positioned well for future growth Identity Meaningful and compelling, but not ownable Essence Excellent personality and strong brand essence Positioning Well done, except it doesn’t show as much as a lifestyle brand as the founder says he wants it to become Experience Seamless customer experience from ordering to receiving Touchpoints The brand could have more exposure. It should grow its touchpoints in its new phase of growth.

11. THANK YOU NO REALLY. THANK YOU.