The Power of Branding

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   Gordon Hamiltonposted 14 years ago

   In this week's newsletter, Simone talked about establishing ourselves as Hubbers and writers in a particular niche, by writing multiple, quality Hubs. Essentially, the power of association - of being recognised as an authority on a particular subject, or expert provider of a particular service. I thought that a conversation I had yesterday with a friend would illustrate perfectly the power of what is essentially branding.
   
   I was in the pub with a group of friends, when one of our party had to nip out hurriedly to catch a nearby chemist's shop (drugstore) before it closed. He wanted a particular brand of razor blades, as he swears they are better than any other. He paid £6.00 (circa US$10.00) for four blades. I thought he was insane! I buy 10 for 28p (40 cents) in the supermarket.
   
   Apart from me being a cheapskate - - the point of this post is that he is convinced he gets a better shave from these blades, despite them being effectively 60 times (!) the price of the blades I use. Why? He has been convinced by adverting and by an established brand name.
   
   Imagine the potential for a Hubber who can achieve such a reputation...??

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2. 67

   darksideposted 14 years ago

   Was it Gillette Mach 3 blades?

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      Gordon Hamiltonposted 14 years agoin reply to this

      It was! "The best a man can get...?" So they should be - at 60 times the price!

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         darksideposted 14 years agoin reply to this

         I'm unsure what type of blades you're using, but give it a go. Sure it's expensive, but it really is quality.
         
         Gillette have one that takes a AAA battery inside the handle, it vibrates as you shave. Sounds weird, but trust me, it works wonders.
         
         For me, the cheaper the razor the more I need to just do one shave. They don't slice off the hair, they practically tug it out. Whereas the Gillette blades last a lot longer.

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3. 0

   ryankettposted 14 years ago

   I am a very hairy man, it takes me about a week to grow a beard (look closely and you will see a big thick mound of chest hair on my picture, which actually goes almost up to my neck now).
   
   I also hate shaving, so I probably do this once a week, one of the benefits of not having to work outside of my home right now (although possibly soon I will).
   
   If I were to use those cheap razors on one week of growth I would end up looking butchered, with small pieces of toilet paper in about 10 places on my face. I know this because I have tried using those several times.
   
   As a result I use Gillete Mach 3, together with the respective shaving gel, and the Gillete after shave balm. It costs me more money, sure. But I don't end up looking like I have been in a fight with a bramble bush.
   
   Those cheap razors may be just find for people who don't have substantial amounts of course facial hair, but I have lots and lots of it.
   
   The toilet paper that I use, by the way, is Andrex
   
   Gilette shaving stuff, Andrex toilet paper and Heinz baked beans. They are the three things that I will never compromise on.

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      Gordon Hamiltonposted 14 years agoin reply to this

      I understand that the quality is likely to be a bit better, ryan - but 60 times better???
      
      Shaving gel? I've got a great three-in-one money, time and labour saving solution for that...
      
      I decided years ago that washing my face with soap, washing the soap off and replacing it with shaving soap was a complete waste of time. I now simply scrape the soap off with a blade. Provided this is done daily, there is no problem.
      
      Andrex and Heinz beans are quite different issues, of course - - but I hope you can see what I mean about branding and reputation? My friend wouldn't use anything but Gillete because he is convinced they are the best, due to their established reputation.

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   ryankettposted 14 years ago

   In fact, I recently graduated to Gillete Mach 4, although I noticed no difference at all between 3 and 4.... so they will be pushing it with a 5. I'm sure that they will try though, and Beckham and co can come out and tell us how much better it is.

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   Nelle Hoxieposted 14 years ago

   I am not a particularly hairy person and I am a cheapskate, but I only use Gilette Mach 4 razors. They are soooooo much better than any other razor blade - even 3. I never nick by legs, and they're fast. I just love them. And they are all I use. And I change them often. My husband thinks it's silly. Of course he doesn't have to shave his legs and has a beard, so there's minimal shaving for him to do every day - if at all.

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   sunforgedposted 14 years ago

   im significantly redskin so am barely hairy and look like im 12 - but even I only use mach3+ and Im not one to be easily swayed by branding.
   
   If you look at the deals you can usually get a better price buying the package deal over the cartridge deal though.
   
   so sorry, this actually a case of superior product not skilled branding..
   
   
   if you want to talk branding - look at the casual home users checking email and facebook on a 2000 ibook

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   darksideposted 14 years ago

   Fellow Hubber Digital Alchemist also agrees about the Gillette Mach brand.

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   darksideposted 14 years ago

   "My old gillette mach 3 razor is more than a year old and still works fine."

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