By J. DeVoy
I previously wrote about protecting your brand and crapping all over a competitor’s by giving a rival’s products to infamous celebrities and public figures, thus lowering its social cachet.
Ignoring this sage advice, Lacoste has asked police in Norway to keep mass murderer Anders Brievik from wearing its clothes. Lacoste’s desire to end this potential association is understandable. But since Hollister’s clothes advertise themselves by spelling out the logo in large, chunky letters (a classic low-class tell from Paul Fussell’s Class) it would be remarkably easy for Lacoste to spend a few hundred dollars on clothes from that provider and its ilk in order to irreparably damage them, rather than draw attention to its fierce protection of the iconic crocodile.