Abercrombie’s ‘Exclusionary’ CEO Responds to (But Doesn’t Apologize For) the Controversy

theblackbeargroup:

What do you think? Is this statement enough? Does he have the right to be exclusionary?

Originally posted on Style News - StyleWatch - People.com:

Abercrombie CEO backlash
Landov; Inset: Getty

Until now, Abercrombie & Fitch CEO Mike Jeffries has remained silent about the recent uproar surrounding his company‘s policies to exclude sizes larger than a 10 or L, as well his quotes from a 2006 article, in which he said (in part), “A lot of people don’t belong [in our clothes], and they can’t belong. Are we exclusionary? Absolutely.”

But after about a week of customer boycotts and negative internet buzz, Jeffries has finally posted a statement on the company’s Facebook page — though he stops short of an apology.

“While I believe this 7 year old, resurrected quote has been taken out of context, I sincerely regret that my choice of words was interpreted in a manner that has caused offense,” he writes, but adds that he stands by their original size policies. “A&F is an aspirational brand that, like most specialty apparel brands, targets…

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How to create a Brand Strategy Road Map

theblackbeargroup:

An excellent example of a brand roadmap & one that can effectively be used with your clients to direct the discussion.

Originally posted on Beloved Brands:

Slide1Master Brand Strategy Road Map

Having the brand road map on one page can help align everyone that works on a brand.   This is especially useful when managing a Branded House or Master Brand where there are various people in your organization that each run a small part of the brand.  The road map helps guide everyone and keep them aligned.  

Here’s the one I use that has all the key elements that help define the brand:

Slide1

Key Elements
  • Brand Vision:  It’s the End in Mind Achievement.  What do you want the brand to become?  Think 10 years out: if you became this one thing, you would know that you are successful.  Ideally it is Qualitative (yet grounded in something) and quantitative (measurable)  It should be motivating and enticing to get people focused.  
  • Purpose: Start with what’s in you:  Why do you exist?  Why do you wake up…

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