Saved by sari
Our Big Brand Vision? Going welI, I think!
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
These companies stand for more than convenience and low cost; they seek to create products and services that customers truly love. In this new paradigm, scale and personalization happily coexist.
Randy Komisar • I F**KING LOVE THAT COMPANY: How a New Generation of Brand Builders Is Defining the Post-Amazon World
Lonnie Elliott on LinkedIn: Movie Monologues — Brand Manifestos
linkedin.com
- "Rather than applying the traditional object oriented approach of wrapping a consumer around a product; instead by identifying every opportunity to establish a brand as a cultural institution (that serves the public in it’s operation), the brand consistently fortifies an ethical and moral foundation from which to exist."