PiNG! Connecting with Your Consumer - Flipbook - Page 101
PiNG!
CHAPTER 4
PiNG!
CHAPTER 4
Innovation through Constant Novelty—Axe for Men
Change, But
Stay the Same
Connect with your consumer’s deepest drivers.
Constant innovation is a balancing act. The trick is to keep
introducing something that seems both new and not too different.
Axe is a brand that successfully PiNGs men with frequent updates. Axe sells sex in a variety of ways, targeting males between
the ages of 18 and 80. The brand is constantly evolving, changing its version names, shape, fragrances and version positioning
regularly to generate ongoing interest. Still, Axe manages to
retain its critical brand essence. This innovation strategy has
worked extremely well with Axe’s male target audience.
Are you constantly innovating to
produce positive attention?
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