Branding with Brains talks about how when a brand is relevant it can be used to influence one's behavior. Some things that I always think are relevant are things that are needed in our daily lives such as; toothpaste, shampoo, soap, clothing, shoes, and deodorant.
When I used to think of the brand Old Spice my thoughts were simple " I think that's the stuff my Grandpa wears". Now I love my Grandpa dearly but I definitely did not want my significant other to wear the same deodorant as him. At least I didn't, but now Old Spice has completely revamped their brand making it something for everyone not just older males. Now they have funny commercials that make you really believe that Old Spice is better than your average deodorant.
http://www.youtube.com/watch?v=3R2cnxz27LI
Now, my husband wears Old Spice and I actually love it. Old Spice did something that is not easy to do but they were able to revamp their entire brand and they have done a great job of it.
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