Abercrombie & Fitch Does It Again – Another Marketing Disaster

By Dan Lavie / June 23, 2013

It seems that Abercrombie & Fitch just cannot get it right. After its previous marketing disaster, the company went on to alienate even more (potential) customers. The company launched a T-shirt with the following text printed on it:#more boyfriends than t.sIt tried to poke fun at singer Taylor Swift’s love life, As any marketing professional could have told the company, it alienated the singer’s loyal fan base. It did not take long for fans (known as “Swifties”) to take action. Ms. Emma Worley from Pennsylvania posted an online petition asking Taylor Swift…

Abercrombie & Fitch CEO Mark Jeffries’ Marketing Mistake

By Dan Lavie / June 16, 2013

Recently, Abercrombie & Fitch CEO Mark Jeffries said that his company was only for the “cool kids” – and not for “fat people.”  He explained that Abercrombie & Fitch is a well-defined and specific brand that the company wants to protect. Its target customers are therefore (according to Mr. Jeffries) young, thin and beautiful. In itself, there is nothing wrong with profiling your customers and being protective of your brand. But as company (and especially as its CEO or CMO)…

Google Acquires Navigation App Operator Waze for $1,1 Billion

By Dan Lavie / June 10, 2013

Google (GOOG) is buying Waze, a navigation app operator, to keep up with competitors such as Facebook. The deal is expected to be announced on June 11th according to an anonymous source. Google will have access to 40 million Waze users. Waze is a relatively unknown company. It provides a free app for iPhone and Google Android devices. Base on the principle of crowd-sourcing, real-time GPS data from Waze users are used. This makes traffic and navigation information accurate and…

Monsanto’s Bad Marketing – Using Legal Action to Kill Potential Competition

By Dan Lavie / June 6, 2013

It all started when Mr. Bowman, a 74-year-old soybean farmer, bought soybean seed from a local grain elevator that was contaminated with a seed patented by Monsanto.  He used those seeds in good faith to produce soy beans on his 299 acres of farmland. Mr. Bowman planted that commodity seed which was substantially cheaper to purchase. He produced a second, late-season crop, which is generally more risky and has lower yield. He also used seeds generated in one late-season harvest…

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