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A co-incidence, I posted this:

TIP OF THE DAY:

To understand the impact of memory & experience on branding, look at an old picture & be transported back to where you were, how you were feeling, who you were with etc… powerful isn’t it? That should be your customers’ experience!

and then saw this from The Wall Street Journal: “Abercrombie and Fitch Offers to Pay ‘The Situation’ To Stop Wearing Its Clothes“

This is GOLD given my Tip!!

Abercrombie & Fitch, are a very cool American retailer.  When they offer to pay ‘The Situation’ NOT to wear their clothes, this says something about the level they value their brand!!

 I  do remember a French Couturier did the same with an American starlet years ago but can’t remember who?

Ed Hardy also had a downgrade in perception when the same sort of crowd got a hold of their clothes….