The semantic branding

The semantic blog » Axe... Where we met?

Back to The semantic branding Written on 10-May-2008 by cristian.saracco

This Axe ad, less "hot" than others (and less macho style), maintains the spirit of the brand ... It shows, somehow, some share codes with its consumers.

It's a good example of how to understand your tribe... As Erich Joachimsthaler tells us in his new book, "Hidden in plain sight"

Axe creates a brand experience to its tribe ... If you do not use Axe is because, even belonging to its target segment, you have other behaviors ... another agenda values... you belong to another tribe...

And... if you don't use deodorant... The story is quite different, specifically for the people around you :)