If you've read my earlier posts on brand narratives then you know I believe brands should invest as much time defining what they oppose as they do defining what they stand for.
Knowing what you stand for provides a clear sense of true north. Knowing what you oppose keeps brands focused, aligned and authentic. (Michael Porter has written that great strategy not only tells you what to do, but should also tell you what not to do.)
That's why I applaud Abercrombie's decision to pay the Jersey Shore to stop dressing its "stars" in A&F garb. Whether or not this is a genuine offer or merely a PR stunt is beside the point. What Abercrombie is doing is drawing a proverbial line in the sand so that its customers know the brand's point of view, taste and values.