The BIG idea for the BIG idea...

Now that we have a brand, in the form of Brut, and a BIG idea for the brand, in the form of male cosmetics, we now have to create a brand concept to make the whole idea work and sell the concept. 

It is essentually the BIG idea for the Big idea!

Initial thoughts:

'No Guts, No Glory'

'All or nothing'

'Tuxedo for the eyes'

'Mascaradventure'

'Stand out from the crowd'

New Man

'Cut Throat' (shave)

'Boys will be Boys/ Boys will be Girls'

'Manity'

Mankind

Take a risk.

Final Concept:

He who Dares...

- This concept was taken from the original phrase 'He who dares... wins' 

- The original phrase meaning a buisness risk which is what we are doing by re branding a company

- It is also challenging / Daring the customer to try out the product

- By not using the word 'wins' it lets the customer finish the phrase themselves, revealing the advantages of using the brand

- It carries a positive message

- Similar idea to the successful Guinness campaign that states 'Good things come to those that...'

- The very idea of daring someone to do something is very masculine and it is thought that you are a wimp if you do not complete a dare

Potential for concept extension:

Dare to be... Different/ Individual/ New/ Unique/ Beautiful etc