Just Say No

From What Great Brands Do:  To be great, you need to say no.

I thought of this insight when I read a recent Businessweek article by Lindsay Rupp, “J. Crew CEO Drexler Says Retailer Will Sit Out Athletic Trend.”  J. Crew Group Inc. Chief Executive Officer Mickey Drexler is quoted as explaining the decision, “Where we thought about being in was the active, professional kind of business, but we’re not getting in because we don’t have the expertise to do that,”  Drexler and his team have decided to “no” to a fast-growing sector of the apparel industry — and in doing so, they’ve said “yes” to staying true to their competencies and maintaining their brand integrity.

other quotes from the bestselling book What Great Brands Do:

• If you try to be all things to all people, you’ll never connect deeply with anyone.
• If you don’t develop greatness among your employees…
• Asking “What business are we really in?”…

brand strategy, brand building, What Great Brands Do, opportunity selection, just say no, J. Crew brand strategy, J. Crew athletic wear, WGBD