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).

{{content.question}}

SMS Code Sent…

Hi {{ user.FirstName }}

Looks like you've already taken a free trial

Please enter your payment details

We have sent you a code via SMS to {{user.DayPhone}}

please enter this code below to activate your membership

If you didn't receive SMS code please

Looks you are already a member. Please enter your password to proceed

Please untick this box when using a public or shared device


Verify your mobile number to unlock a FREE trial

Please sign up for full access

Updating information

Please wait ...

  • Mastercard
  • Visa

Related Articles