• About Tom Dougherty

    Tom Dougherty CEO, Stealing Share

    Tom Dougherty is the President and CEO of Stealing Share, Inc., and has helped national and global brands such as Lexus, IKEA and Tide steal market share over his 25-year career.

    An often-quoted source on business and brands, he has been featured recently by the New York Times and CNN, discussing topics ranging from television to Apple to airlines.

    Tom also regularly speaks at conferences as a keynote and break-out speaker. To find out more on inviting him to your speaking engagement and view a video of him speaking, click here.

    You can also reach him via email attomd@stealingshare.com.

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“The Situation”: Tear off those Abercrombie & Fitch clothes

Love this. Abercrombie & Fitch is offering to pay The Situation, aka Michael Sorrentino, not to wear the brand’s clothes on “Jersey Shore.”

This is hilarious – and exactly the right thing to do.

mike-the-situation-sorrentino-abercrombie.gi_.top_This is called protecting your brand and, more importantly, knowing who you are for and not for. The Abercrombie & Fitch brand is for a kind of casual yuppie/preppie (excuse the term), and the cast members of the “reality” show are not self-reflections of that brand.

Often, we talk about a brand having a brand face, which is the description of who the target audience is. For it to meaningful, it represents a stake in the ground so that it also says who it is not for. Only then, does it present a true choice.

Apple’s brand face is a show-off innovator (like, uh, me). Nike is a winner. McDonalds is a fun-loving kid. Coca-Cola is a nostalgic adult. And so on.

Of course, Mr. Sorrentino cannot be barred from wearing Abercrombie & Fitch. But, even though Abercrombie & Fitch’s stock price dropped 9% immediately after the announcement, it was the right move in the long run. The offer of payment not only generates PR for the brand, it has those who see their own self-reflection in the brand cheering.

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