“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.
Brand Purpose Tom Dougherty, CEO - Stealing Share 10 December 2018 Brand purpose is not what many think it is So, the marketing term of the year is Brand Purpose, as chosen by the Association of National Advertisers. And what do they use to demonstrate such a term...
Retail market changes Tom Dougherty, CEO - Stealing Share 6 December 2018 Retail market changes are akin to climate change Are you paying attention to the many retail market changes? I am. Some fundamental changes are afoot. I believe the days of large generalized...
Burger King marketing Tom Dougherty, CEO - Stealing Share 5 December 2018 Burger King marketing butt of its own joke Burger King marketing has really gone off the rails. It’s giving away Whoppers for a penny if you order them within 600 feet of a McDonald’s, using...