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Audible identities
By: Sarah Chavey
Close your eyes and imagine you’re in Abercrombie and Fitch. Nightmarish, I know, but bear with me. Semi-nude models; tiny, torn clothes; headache-inducing perfumes and blaring music — It’s the “Abercrombie experience.” Business professors love to focus on differentiation, how creating a brand-unique experience is key to success in the retail industry. Every company has an image to sell, an idea to express and a story to tell, and music can help build that experience.
