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•98 The 100 Greatest Business Ideas of All Time

Idea 56 – Gillette

You could say that Gillette has been at the cutting edge of marketing since it started
selling its razors in 1903. Gillette scores very highly in the assessment of weight.
This key component reflects its dominance over its particular market. But domi-
nance must not hinder flexibility and speed of reaction to change. In the 1960s, rival
Wilkinson Sword launched a stainless steel blade and Gillette responded very quickly
for a massive company.

Today the brand serves as an umbrella under which the company markets a
range of male toiletries. They have managed also to be successful with women as
well with the first non-soap based shaving preparation for women – Gillette Satin
Care for Women.

The brand continues with huge support and advertising including the slogan
that went round the world ‘The best a man can get’. The 2000s have seen further
relaunch of the branded products – some with an easy-to-argue competitive edge, if
you will excuse the pun, such as the Mach 3 razor. It has been widely applauded for
its success in repositioning itself as a young dynamic brand despite its longevity. It is
seen as in tune with New Man as well as Macho Man, the marketing equivalent of
squaring the circle.

Here comes the twist

Take the brand characteristics – weight, length, breadth and depth – and test
your brand.