Letter - Brands can't afford to alienate consumers

I was thrilled to read Kate Nicholas's column ('Snobbery cuts free-flowing Cristal publicity,' 14 July), as I have been following this story for the past few weeks.

What she clearly understands, and Roederer managing director Frederic Rouzaud does not, is that Cristal's association with hip-hop should be about money, not class or race.

Tommy Hilfiger is still feeling the effects from when he allegedly made similar comments several years ago about Afro-Americans' penchant for his brand.

Call it the business case for diversity, or just good business sense, but other brands should learn that snobbery does not increase market share, and may help lose it.

Zena Martin, founder and MD, Acknowledge Communications.

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