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Great post David. At the end of the day I think if the Lynx brand were to try to be more 'classy' in order to compete that's a battle they would lose as they could not overhaul the brand enough to compete head on with the likes of Ralph Lauren's Polo or other such 'designer' brands. I think they need to keep the young guy who has just discovered girls and wants to be 'cool' in mind when coming up with concepts but look at new ways to reach their target audience - updating the formula and leveraging new media. If Old Spice can do it, Lynx can...and they've a far smaller mountain to climb.

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