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Temin and Co.

Thought Leadership

How A CEO Can Wreck A Brand In One Interview: Lessons From Abercrombie & Fitch Vs. Dove

Leadership, "Reputation Matters" Forbes, May 13, 2013

The power of a CEO to make – or break – a brand can never be overestimated – even in an interview that took place 7 years ago.

That is just what has happened in the case of Abercrombie & Fitch: an incredibly ill-advised interview that A&F CEO Mike Jeffries granted to Salon Magazine in 2006 has just found new life on the internet. And if his comments – including that he only wants the young, beautiful and thin to wear his clothes – were insensitive and politically incorrect THEN, today they are practically an invitation to riot. Certainly, they are causing a boycott in real time. [...read more]

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