Braun, Inc.: Designed To Perform Better campaign

Barbra Brady

In the mid-1980s Braun, Inc., the German supplier of small kitchen and personal-care appliances, was a bit of a doppelganger in the electric shaver market.

Braun, Inc.: Designed To Perform Better campaign

Barbra Brady

Overview

In the mid-1980s Braun, Inc., the German supplier of small kitchen and personal-care appliances, was a bit of a doppelganger in the electric shaver market. Worldwide the subsidiary of the Gillette Company was the second-largest maker of electric shavers. In the United States it remained a distant second to American favorites Remington and Norelco. The name Braun held an international renown for its smooth, sleek, Euro-style design but had not yet burnished itself onto the psyches of Americans interested in electric shavers.

To wage a siege on the U.S. market,...

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