By Mark Tungate

Branded Male discusses the evolution of the male buyer and the efforts of agents to faucet into the underdeveloped male industry. utilizing a regular smooth male's weekday as a template, the e-book considers the entire possibilities for advertising and marketing to him and the easiest how you can take advantage of those possibilities. via this template, Branded Male examines male-centered branding in parts as various as vehicles, eating places, expertise, style & grooming, bars, gyms and books. Tungate additionally lines the evolution of the male client over the process the earlier years, supplying perception into how advertising specialists have effectively exact males.

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A hint of retro luxury appeals: think traditional barbershop.  Self-deprecating humour can work.  The internet is an ideal environment for reaching men.  Men are highly discreet in matters of personal care.  Department stores should cater for men with specific sections and evening shopping events. 2 Cloth Scene Two: The Bedroom His charcoal wool Hugo Boss suit is hanging on the wardrobe door. He thinks of himself as the kind of man who might one day have a tailor, but for the moment that remains an idle fantasy.

Brand owner Unilever and its advertising agency Bartle Bogle Hegarty tackled this challenge by re-booting the functionality factor. Its marketing strategy suggested that seduction was not just about dousing one’s body in scent, but required an entire preparatory process – similar to the way that athletes get in shape for major events. Thus it introduced four products: Groove, which charges your body and puts you in the mood for ‘a legendary night’; Reload, which re-energises, so you’re ready to go out; Sunrise, which stimulates the senses; and Contact, which moisturises the skin so ‘you are ready for close contact’.

It’s always about sport, outdoors, virility, freshness and so on. ’ The ‘anti-packaging’ packaging of the products – with simple descriptions apparently typewritten on brightly-coloured labels – came about almost by chance. ‘We used the same system during clinical tests, so the laboratory didn’t get the different samples mixed up. ’ An unusual feature of the L-shaped store is a small gallery space for local artists. Combined with the soothing ambient music, it 32 Branded Male adds to the intelligent yet cocooning atmosphere.

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