Why brands matter more than ever

YOU might already have seen Dollar Shave Club's funny video ads, which are making the rounds on social media. In one video, which has racked up more than 25 million views on YouTube (and counting), founder and CEO Michael Dubin says: "Do you like spending US$20 a month on brand-name razors? US$19 goes to Roger Federer."

The club's razors do not have rocket science technology. Instead, Mr Dubin's message is clear and simple: You don't need Gillette. You just need a shaver that does the job; and we are going to send it to you every month for a fair price.

For a subscription as low as US$1 a month, the club sends disposable razors to your door. Its video ads show no slow-motion, dramatic close-up shave - and no technology. Inste…