Looking Up - Price/Value through Innovation

In this article, J. Walker Smith suggests that recessions can be the best not the worst of times for innovative product launches.

Looking Up – Price/Value through Innovation

J.Walker SmithYankelovich MONITOR®

“Shaves Better Because It Bends.” So bragsthe Azor, a new men's razor launched by U.K. company King of Shaves as the recession was gathering steam in June 2008. It introduced an innovative shaving system that featured a flexible handle designed to follow the contours of a man's face more closely, thereby prolonging the usable life of the razor blades. Blades are expensive. By far, they constitute the largest part of the lifetime costs of any shaving system, and, so, by extending the usable life of individual blades, the...

WARC subscribers can sign in to keep reading

Not a subscriber?

Schedule your live demo with our team today

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands