Could you think of a Proctor & Gamble man being quoted in a newspaper or on television as saying: “Don’t wash your clothes so often, it is rather silly”?

Or a Coca-Cola guy stating that to his opinion Coke should only be consumed on Sundays.

Of course you couldn’t. And if that ever happened, the people in question should be fired the first thing next morning. And with good reasons.

I know, or rather, till today I knew of no producers or marketers of any products who are not always trying to sell more of them. One of the most obvious ways is to convince customers to increase usage areas as well as frequency.

But then this: “I think any man wearing a kilt, traditional or modern, during the day looks a bit silly.” (The Herald Scotland, What does the kilt mean in 2010, 25 Jan 2010).

The man who is quoted for saying so, Craig, cannot be fired, because he is the co owner of Slanj Kilts with branches in Glasgow, Edinburgh and Aberdeen. But to me it is a rather stupid and quite unforgivable remark, nevertheless.

The main problem is not that he harms his own business but the whole kilt making business, should any take his opinion serious.

Otherwise wise words come from Howie Nicholsby, “I wear a kilt every day as it was meant to be worn, as an everyday piece of clothing.

So, should I be in the market for a high quality kilt I know where I should look or at least where by no means.

Greg

PS. I regret that I’m no longer teaching (marketing strategy). This Slanj story would be a splendid example on what NOT to say and I should be using it again and again.

PPS. Having looked at the Slanj website it may not be so stupid, after all. They are introducing the Slanj Kilt Hire – and then it makes much more sense (to them) – provided that is where they see their only future.