Today, aesthetic innovation gives competitive edge. Innovativeness is not in having superior product properties or novel tech, but in the emphasis on aesthetics and experience (consider how GOOP-endorsed products have been accused of deceptive health claims yet continue to be popular). Successful brands ingrain themselves in the cultural context, n

go so far as to say the whole organisation needs a Citizen rebrand: what we need in today’s world is less the BBC, the British Broadcasting Corporation, and more the MBC, the Movement for British Culture.

A deep subculture entrenchment ensures that a company can maintain and enhance its difference as it scales. Patagonia’s long-term brand defensibility has more to do with it being able to believably connect with its community through the shared passion than if it had a proprietary product or acquisition channels.