Diversity & language
Many groups have developed their own language, at least words and expressions. But what about the rainbow and language? Read my blog for ILOVEGAY.
Entries by alfred@bright.partners
Playing with Pronouns
Reaching young people with expressions of diversity as an everyday matter is of great importance for normalizing all types of identities, characters and persons. And thus for achieving Respect in the customer journey. The generations that are interested in these types of games are usually the Millennials and GenZ. Although they are ‘originally’ open-minded and positively […]
The Rise and Fall of Abercrombie & Fitch: The Fall
A remarkable journey of an – especially by American standards – very old brand, which only became really successful after a century. This mainly happened because they appealed to gay consumers, although they themselves denied that this was the intention. However, their advertisements fit perfectly within the framework of “Marketing the Rainbow”. They also collaborated […]
The Rise and Fall of Abercrombie & Fitch: The Rise
Abercrombie & Fitch is a well-known clothing brand that has been around since 1892. Striking marketing and specific advertising expressions lifted the brand from a dull (and bankrupt) company to a global brand with flagship stores in places such as the Champs Elysées and Fifth Avenue. But risen high, fallen low. A&F’s image was long […]
LEGO does the rainbow and the alphabet
Toy manufacturers are increasingly thinking in rainbows, reaching younger customers in a – call it – playful way. This way the kids can get acquainted with diversity. No conversion, no indoctrination, no brainwashing: an introduction. It also makes it easier for parents to talk about such matters. As the largest player in the market, Lego […]