Posted by | July 22, 2016 | Uncategorized | No Comments

What’s the value of a great ad campaign? How about $1 billion. That’s what Unilever just paid for the upstart startup Dollar Shave Club. There was nothing new in the idea of cheap, disposable razors – people have been using them for years. But with a sassy, smart-aleck campaign  Dollar Shave was able to build a following, become the #2 razor brand in America —and build their owners a lifetime retirement plan. It’s another lesson in how effective an original ad campaign can be. How do you delight your customers to build disruptively powerful brands?