/ 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.


My role

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.

The details

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.

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