Harry Lang: Great brand-building doesn’t have to break the bank

A few weeks ago, global shaving behemoth Gillette took a considerable chunk of its $1bn annual marketing budget and decided to gamble with it. In an effort to capitalise on the #MeToo movement its new brand ad challenged menkind to be the best that they can be.
In betting terms, it was more backing an outsider at Ascot than a 50:50 shot on the roulette table and, as a result, Gillette’s horse limped home to considerable jeers from the grandstands.
The ad has prompted ridicule (and even th