How Philips used emotion to change the perception of electric razors

Andreas Moellmann Sarah Carter Les Binet and Gary Raucher

Times are tough. Short-term volume targets need to be met. Your brand urgently needs to get sales moving or risks support being pulled. What marketing levers do you look to pull? Price cuts? A big sales promotion?

We are all so aware now of the longterm brand building effects of advertising that we can perversely forget about its ability to stimulate powerful short-term sales benefits to businesses. And if advertising is to generate rapid volume increases, we tend to think this inevitably means hammering home rational messages.