I give virtually no thought whatsoever to the importance of the brand of shaving gel I use. Out of habit I use King of Shaves gel. I don't feel strong brand loyalty but it doesn't give me a rash, so I buy it from Boots where I collect points. Now they also do cheap razors, which I like because Gillette and Wilkinson are rip offs. The founder of King of Shaves, Will King, positions himself as a champion of the underdogs, much as Richard Branson has always tried to do. I barely even noticed that they sponsored John Terry, who is on the scrounge for more endorsements. Had I done so, I may well have sought out a new product on a point of principle.
I am sorry that this is a blog post about absolutely nothing at all.