How Philips used emotion to change the perception of electric razors

Advertising can work fast – and the best way to achieve this can be to focus on generating an emotional response.

How Philips used emotion to change the perception of electric razors

Andreas MoellmannSarah CarterLes 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...

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