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
Patagonia founder Yvon Chouinard discusses in his book, Let My People Go Surfing: The Education of a Reluctant Businessman.
Bill Kenney • Conquer Your Rebrand
Interestingly, the more Patagonia made decisions that would theoretically harm its business (like telling people not to buy more of its products), the bigger its business became. People just kept buying.
Marcus Collins • For the Culture
the company is thriving, because it gives consumers something in which to believe and participate – at an affordable price.
Randy Komisar • I F**KING LOVE THAT COMPANY: How a New Generation of Brand Builders Is Defining the Post-Amazon World
Let My People Go Surfing: The Education of a Reluctant Businessman
Yvon Chouinard • 10 highlights
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