It’s often said that if you don’t define your brand, someone else will.
Sometimes, that someone might be a monster.
Among all the media coverage that the tragedy in Norway generated, we find a few articles dealing with the fact that Anders Behring Breivik wears Lacoste shirts. It seems to be his preferred clothing label. According to an article in The Telegraph, he’s declared so on page 1406 of his crazy 1500 pages manifesto.
Yesterday, a representative from Lacoste reached by La Presse said their thoughts were with the people of Norway but offered no comments on the potential branding issue – a wise move… Why would they?
This reminds me of another horrific story. Karla Homolka, the partner of rapist and murderer Paul Bernardo, was reportedly fond of Tim Hortons’ Iced Capp. I recall media reports drawing attention to this irrelevant aspect of the case. But I don’t recall Tim issuing a statement about Homolka’s endorsement of the famous drink.
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