“The Situation”: Tear off those Abercrombie & Fitch clothes
Tom Dougherty, CEO – Stealing Share
24 August 2014
Poor Mr. Situation
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.
“This is called protecting your brand and, more importantly, knowing who you are for and not for.”
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.
Volkswagen Brand Repair Tom Dougherty, CEO - Stealing Share 17 January 2018 Where does Volkswagen stand now? Brand repair often represents a daunting task because it means changing a belief system that exists in the market. That you stink. Volkswagen, after...
ALDI Tom Dougherty, CEO - Stealing Share 16 January 2018 ALDI is unique, but is it better? There was a time in my life where consuming food was my enemy, bringing about a battle with diabetes. Since then, I work hard at keeping my food intake at bay. Nonetheless, what...
Diet Coke Makeover Tom Dougherty, CEO - Stealing Share 11 January 2018 Coca-Cola's Diet Coke makeover "Millennials are now thirstier than ever for adventures and new experiences, and we want to be right by their side,” Said Coca-Cola North American Director. As a...