Comments on: How much do you have to spend to make me switch? http://www.reidgivens.com/roi_blog/2007/08/09/how-much-do-you-have-to-spend-to-make-me-switch/ Business, Marketing and Management In a New World Tue, 06 Jan 2009 05:50:00 +0000 http://wordpress.org/?v=2.7 hourly 1 By: rgivens http://www.reidgivens.com/roi_blog/2007/08/09/how-much-do-you-have-to-spend-to-make-me-switch/comment-page-1/#comment-3629 rgivens Mon, 17 Sep 2007 19:33:15 +0000 http://www.reidgivens.com/roi_blog/2007/08/09/how-much-do-you-have-to-spend-to-make-me-switch/#comment-3629 Maybe I should start a poll on axe users vs old spice users.... Maybe I should start a poll on axe users vs old spice users….

]]> By: Akhil Sharma http://www.reidgivens.com/roi_blog/2007/08/09/how-much-do-you-have-to-spend-to-make-me-switch/comment-page-1/#comment-3628 Akhil Sharma Mon, 17 Sep 2007 19:22:02 +0000 http://www.reidgivens.com/roi_blog/2007/08/09/how-much-do-you-have-to-spend-to-make-me-switch/#comment-3628 Wow i love your post this helped thanks very much and so true i do prefer old spice over axe. Wow i love your post this helped thanks very much and so true i do prefer old spice over axe.

]]> By: Michael R. Bernstein http://www.reidgivens.com/roi_blog/2007/08/09/how-much-do-you-have-to-spend-to-make-me-switch/comment-page-1/#comment-3192 Michael R. Bernstein Thu, 16 Aug 2007 00:29:55 +0000 http://www.reidgivens.com/roi_blog/2007/08/09/how-much-do-you-have-to-spend-to-make-me-switch/#comment-3192 Here's an actual commercial for a product line extension (Lifebouy was originally about body odour, in fact they coined the term B.O.) promoting a mint-scented version: http://www.youtube.com/watch?v=K-j3ZZDXza4 Not such a big difference from the Axe value proposition, huh? Here’s an actual commercial for a product line extension (Lifebouy was originally about body odour, in fact they coined the term B.O.) promoting a mint-scented version:
http://www.youtube.com/watch?v=K-j3ZZDXza4

Not such a big difference from the Axe value proposition, huh?

]]> By: Michael R. Bernstein http://www.reidgivens.com/roi_blog/2007/08/09/how-much-do-you-have-to-spend-to-make-me-switch/comment-page-1/#comment-3191 Michael R. Bernstein Thu, 16 Aug 2007 00:17:58 +0000 http://www.reidgivens.com/roi_blog/2007/08/09/how-much-do-you-have-to-spend-to-make-me-switch/#comment-3191 http://en.wikipedia.org/wiki/Lifebuoy_(soap) http://en.wikipedia.org/wiki/Lifebuoy_(soap)

]]> By: rgivens http://www.reidgivens.com/roi_blog/2007/08/09/how-much-do-you-have-to-spend-to-make-me-switch/comment-page-1/#comment-3153 rgivens Mon, 13 Aug 2007 13:51:28 +0000 http://www.reidgivens.com/roi_blog/2007/08/09/how-much-do-you-have-to-spend-to-make-me-switch/#comment-3153 I haven't heard of Lifebuoy before. But your right, there are some gaps in the market. The TV spots might be less sexy for whatever agency would take on a produt that addressed these markets, at least commared to the spots that Axe and Old Spice run, but they would probably be very effective. Thats one of the problems. I can just see the creative team pushing a campaign like this into a cookie cutter template, thinking that they can't do good work for suh a brand. I haven’t heard of Lifebuoy before. But your right, there are some gaps in the market. The TV spots might be less sexy for whatever agency would take on a produt that addressed these markets, at least commared to the spots that Axe and Old Spice run, but they would probably be very effective. Thats one of the problems. I can just see the creative team pushing a campaign like this into a cookie cutter template, thinking that they can’t do good work for suh a brand.

]]> By: Michael R. Bernstein http://www.reidgivens.com/roi_blog/2007/08/09/how-much-do-you-have-to-spend-to-make-me-switch/comment-page-1/#comment-3143 Michael R. Bernstein Sun, 12 Aug 2007 18:37:15 +0000 http://www.reidgivens.com/roi_blog/2007/08/09/how-much-do-you-have-to-spend-to-make-me-switch/#comment-3143 BTW, there is a second big segmentation of the market that is currently being missed: hard water vs. soft water formulations. Soaps and shampoos work very differently, and usually less effectively, in hard water. BTW, there is a second big segmentation of the market that is currently being missed: hard water vs. soft water formulations. Soaps and shampoos work very differently, and usually less effectively, in hard water.

]]> By: Michael R. Bernstein http://www.reidgivens.com/roi_blog/2007/08/09/how-much-do-you-have-to-spend-to-make-me-switch/comment-page-1/#comment-3114 Michael R. Bernstein Thu, 09 Aug 2007 21:56:13 +0000 http://www.reidgivens.com/roi_blog/2007/08/09/how-much-do-you-have-to-spend-to-make-me-switch/#comment-3114 "I can only think of two 'Men’s' soap brands – Axe and Old Spice." Historically, there was one other in the US, Lifebuoy. It is still sold internationally, but as a brand geared toward 'hygiene' and antibacterial protection. “I can only think of two ‘Men’s’ soap brands – Axe and Old Spice.”

Historically, there was one other in the US, Lifebuoy. It is still sold internationally, but as a brand geared toward ‘hygiene’ and antibacterial protection.

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