I am a very proud Axe ex-Brand Manager

And I think it really shows off how important it is to understand the target consumer, and everyone that surrounds him. You need to be able to put yourself in your consumer shoes, to understand what they want (girls or a girl...), what they do, how they behave - and then to transpose that to your work. It was an incredible experience, to work in the brand and produce and use some great assets that actually impacted the consumers - and to feel how they felt the brand and how each interaction was a lot more than a marketing one, it was a smile, a moment of pleasure. Axe is not a brand - it is an icon. 

P.S- Thanks Bernardo, for pointing me down to the link below.

http://www.fastcocreate.com/1681417/how-axe-built-a-highly-scientific-totally-irresistible-marketing-machine-built-on-lust?utm_source=feedburner&utm_medium=feed&utm_campaign=Feed%3A+fastcocreate%2Ffeed+%28Co.Create%29