/ Strategic repositioning and go to market support for future product and market expansion
Harry’s skyrocketed to success after revolutionizing how men buy razors, but, no longer a start-up anymore, they needed an inspiring and distinct positioning to ground themselves as they grew beyond razors.
Reporting directly to MT Carney, CEO of Untitled, for this project, I led competitive audits and cultural analysis, conducted stakeholder interviews, ran Simmons audience segmentations to create target personas, and worked with the strategy director to craft a brand positioning, brand architecture, customer journey, and communications architecture.
I. Listening Lab: Stakeholder and Expert Interviews
II. Competitive/Industry Analysis
III. Audience Segmentations / Persona Development
IV. Brand Positioning
V. Brand Architecture
VII. Customer Journey
VIII. Communications Architecture
Harry’s is a brand built on value without compromise, thoughtful design, diligent formulations, and simplicity with integrity, but above all, born out of the undeniable respect Harry’s has for its customers. As we sat through 25 stakeholder meetings, including with founders Jeff and Andy, it was clear: Harry’s is truly in it for their guys. Taking this fact, diving into who that guy was, and developing a succinct positioning statement to capture its essence, we then pulled it through all touchpoints of both internal brand operations and communications.
If you'd like to hear more, send me an email, I'd love to talk.