POV: Where Gillette’s New Ad Went Wrong

“…For Gillette, #MeToo and a slippery slide into toxic masculinity damaged brand equity. More socioeconomic rigor and a disciplined analysis would have likely led Gillette to a different, socially positive message that the brand could have delivered more convincingly...”

Excerpted from “POV: Where Gillette’s New Ad Went Wrong” by Patrick Marrinan and Susan Fournier, Dean of BU’s Questrom School of Business, published in BU Today, February 1, 2019. Read the full article here.