The AXE effect

What is behind the AXE positioning?

It’s very simple, it’s about addressing life interests of a specific target group and getting into their agenda. This is another very commonly used positioning technique. Get to know what your
consumer’s interest, dreams and aspirations in life are, and then position your brand as the perfect instrument of fulfillment. The clearer the relationship between the product benefit and the life interest, the better.

Coming back to AXE. What is the product benefit? Good odor. What is the life interest? Sex appeal. Does AXE make you more sexually appealing? Probably not, but that specific benefit is so high on the target group agenda that the perceived image is automatically leveraged.

Another famous example is why women will pay relatively expensive for a skin cream but will become very price-sensitive for a commoditized product, like soap. Why is that? Soap, only promises to make them clean, while the cream promises them to make them beautiful!

http://www.theaxeeffect.com/#/axe-campaigns/get-clean-to-get-dirty

Posted by Ignacio Molins