I suggested this morning via Twitter that the North Face logo (particularly on back packs) was becoming ubiquitous and possibly therefore over-exposed. Someone thanked me for ruining his coat and another said that the “combination of quality gear, items in black, no odd sizing like Berghaus and Japanese design collaborations” were more than enough to keep it cool – - Ged is much cooler than me so he probably knows what’s what on that. But then I picked up Marketing Week where the same question is being asked about BMW. Is the ubiquity/exclusivity balance the most difficult for a brand to strike?
[tags] Anthony Mayfield, Ged Carroll, North Face, BMW, Marketing Week, Ubiquity vs Exclusivity [/tags]