Chip Wilson is a divisive figure. And he is sure as shit unpopular with the company he founded. But he has a point. Actually, he has four. And while Lululemon’s board is probably going to ignore his memo, you shouldn’t. 

GAP-ivization is an ugly word, but it’s a beautiful opportunity to remember what real marketing and brand building are all about.

Mark Ritson is a former marketing professor, brand consultant and award winning columnist. He is the founder of the MiniMBA in Marketing, which teaches all the many laws of advertising effectiveness as part of its outstanding syllabus.