Stretched too far: A reflection on branding

Meet Brad*. He used to buy everything from German fashion label Hugo Boss. Suits, shirts, belts, ties, scarves, shoes, cuff links, cologne and watches—he even owned a Hugo Boss umbrella. And it didn’t stop at workwear. On the weekend Brad would don Hugo Boss casualwear (Boss Orange), and when he hit the golf course there was a range for that too (Boss Green). At night Brad was never too far from his favourite brand. After putting on his Boss-branded sleepwear he tucked himself in with Boss-branded sheets. But Brad was fed up. He used to think Hugo Boss clothing represented cool...

Meet Brad*. He used to buy everything from German fashion label Hugo Boss. Suits, shirts, belts, ties, scarves, shoes, cuff links, cologne and watches—he even owned a Hugo Boss umbrella.

And it didn’t stop at workwear. On the weekend Brad would don Hugo Boss casualwear (Boss Orange), and when he hit the golf course there was a range for that too (Boss Green).

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