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....

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