NYU graduate school presentation on Dollar Shave Club. Assessment of brand structure, essence, and exprience.

2. BRAND HIERARCHY

3. BRAND NAME & IDENTITY

5. BRAND ESSENCE
• Irreverent
• Funny
• Practical

6. POSITIONING
Convenience
Affordability

7. PROMOTIONS
Youtube Video
TV (Coming Soon)
Member Referrals

8. BRAND TOUCHPOINTS
Website
Social Media

9. BRAND EXPERIENCE
Ordering
Receiving

10. BRAND ASSESSMENT
Architecture
Small product line, positioned well for future growth
Identity
Meaningful and compelling, but not ownable
Essence
Excellent personality and strong brand essence
Positioning
Well done, except it doesn’t show as much as a lifestyle
brand as the founder says he wants it to become
Experience
Seamless customer experience from ordering to
receiving
Touchpoints
The brand could have more exposure. It should grow
its touchpoints in its new phase of growth.

11. THANK YOU
NO REALLY. THANK YOU.