Are you afraid of the F-bomb?

If you are, do not click on this link.

Erika Napoletano is one of a tiny handful of must-read bloggers in my life. Her choice of language is, um, salty. But she is also insightful, brilliant and funny.

And full disclosure, I find her profanity to be highly entertaining.

This short Erika video takes on the flap over the CEO of Abercrombie and Fitch stating publicly that he doesn’t want fat or ugly people wearing his clothes. Erika points out that while this is despicable on a societal level, it is also disciplined, smart branding.

Is this guy hateable? Yep.

Does he represent a lot of what is wrong with our culture? Yep.

Can he teach you a thing or two about branding and audience discipline? Most def.