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Gillette's ad “the best men can be” has quite rightly caused much debate. However, as a marketing professional I would like to suggest that we don’t get confused between good intentions and good marketing. A. If a brand is to have a “purpose” beyond its core brand values and essence then that purpose needs to relate to the brand and the (parent) company. That company then needs to follow through in everything it does or risk being ridiculed. If you put yourself out there, prepare to be scrutinised. - However laudable Gillette’s intention, this communication looks cynical. There is too much going on; bullying, harassment, machismo, parenting, excuses, (boys will be boys…). Far better t