In this excerpt from his new book "The Thank You Economy," author Gary Vaynerchuk turns a critical eye to the Old Spice Man marketing campaign. What did the brand get right? And what didn't work at all?
Quick: When you think of Old Spice, do you think of aftershave and gift-boxes with cheap cologne in them? Or do you think of bodywash? A year ago, the latter would have been absurd. Not anymore, thanks to the wildly successful ad campaign starring Isaiah Mustafa.