How Patagonia Became The Most Reputable Brand In The United States
The first one is for a brand to find a subculture or a niche and grow from there. This is the strategy employed by outdoor activewear brand Patagonia.
Ana Andjelic • The Business of Aspiration: How Social, Cultural, and Environmental Capital Changes Brands
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.
Ana Andjelic • The Business of Aspiration: How Social, Cultural, and Environmental Capital Changes Brands
we carefully define, rather than just assert, what makes each product the best of its kind. Durability and low environmental impact make that list. Fleeting fashion and the illusion of luxury do not.
Naomi Klein • Let My People Go Surfing: The Education of a Reluctant Businessman--Including 10 More Years of Business Unusual
we had to look to the Iroquois and their seven-generation planning, and not to corporate America,