The Best a Brand Can Get: The Bottom Line of Taking a Stand

By Rachel Fox

How does a 120-year-old razor company change their narrative and compete with digitally-native brands who are gnawing away at the lion’s share of the millennial market? They take a stand — and they do it in an authentic way that speaks to the values of today’s consumers. Normally-neutral shaving titan Gillette entered the era of woke advertising…