Gillette is one of the best known brands of men’s razors, owned by Procter & Gamble, and its brand rhetoric strategy is responsible for improving its position.
Gillette started back in 1975, but has since evolved with hundreds of shaving products for men. As of 2007, the brand’s estimated worth was more than $20 billion. Recognized as a leader in the shaving products industry, Gillette uses a blend of associations and linguistic tricks to maintain and improve its public perception. Through this brand rhetoric, Gillette continues to hold its position at the top of the brand ladder.
Ethos (Authority)
Gillette uses an associative Ethos in many cases, sponsoring major athletes or athletic events in order to draw recognition. Since the majority of sports viewers are male, the brand gets increased visibility as well as an association with masculinity, which is important for a shaving product provider. When the audience views the brand as masculine, a kind of authority is achieved.
Pathos (Emotion)
Gillette wastes little time on any emotional appeal. Most individuals interested in buying shaving products are not looking for any kind of sympathetic connection. As a result, Gillette’s strategy strays away from any significant emotional approach.
Logos (Logic)
Gillette uses logic frequently in the wording of its advertising, even present in the tagline “the best a man can get.” While the strategy has been largely successful in cementing the brand as a top-quality line of shaving products, it has also had an unfortunate step backward in recent years. Gillette attempts to advertise each new product as the “best ever,” and many people have perceived this as a gimmick.
With a careful blend of Logos and Ethos, Gillette continues to improve its position as one of the most recognizable brands in the world. Despite some instances of criticism, Gillette has remained quite consistent in its brand strategy.