Do you miss me?

In advertising it is often about the source of the ad – the celebrity, spokesperson, CEO or model that embodies the brand. That individual can be the best association of the brand – enhancing and articulating it, or he/she can overwhelm the brand and take away from its cache.

Lately, while The Men’s Wearhouse sorts out its future as a business and as a brand, http://management.fortune.cnn.com/2013/06/19/mens-wearhouse-george-zimmer, its founder George Zimmer not only exits the boardroom, but the advertising. The Line “You’re going to like the way you look, I guarantee it,” that was an eternal sendoff to every 30 second spot, is gone and the 64-year old’s authentic, honest approach goes with it.

Whether or not the company is updating its image or working under the time frame of finding a younger successor, the authenticity, likeability, and familiarity of George can’t be underestimated.

There’s something about a clothing company having a guy who looks like he can explain the nuances of a herringbone or hem a cuffed pant that makes The Men’s Wearhouse stand alone.

Like Lee Iacocca for Chrysler in the 1980s or Dave Thomas’ down-to-earn pitch for Wendy’s – these are the guys that really bring identity to the brand. And in a tough economy, selling suits when it’s tough enough to find employment is no easy feat.

So although George’s line is now part of the lexicon, for me he will be missed.