Surely Interbrand Newell & Sorrell (MW October 14) should appreciate the effect the brand FCUK has on its target market. It is not actually rude, merely prompts one to think it rude, which is surely the responsibility of the prompted to deal with accordingly. The teenage/young adult market that French Connection is targeting is perfectly entertained by this allusion as it shows some of the key elements they require – especially in fashion clothing. Youthful, bold, assertive or possibly aggressive, hinting at rebellion but not actually going far enough to be disadvantageous. It is strong, independent, but not non-conformist.
Conservative Future presumably liked the idea of a trendy image, but how far the allusion to obscenity actually serves it is dubious. Politics is not really like fashion clothing, and while it may want to cash in on youthful, bold, strong and independent, it ends up simply demeaning the seriousness of its good intentions for the future of our country. It ends up absurd.
As far as the bickering goes, I see every justification for French Connection to want to disassociate itself from Conservative Future, not because of political differences, but because the absurdity may become too connected with the brand CFUK or FCUK, and thereby cross into French Connection’s product. Quite apart from the fact it is a bit cheeky of Conservative Future to steal the idea so blatantly.
Naturally, there is no news in just an ongoing legal bicker, but it should hardly be ignored because of the allusion to an obscenity as a clever and news worthy marketing concept.