Latest / Building Brands with Fexingo: Identity, Reputation, and Long-Term Business Equity
How Patagonia Built a Brand on Purpose Not Product
In this episode of Building Brands, Lucas and Luna explore how Patagonia transformed outdoor apparel into a mission-driven movement. They start with founder Yvon Chouinard's 1972 Rugby shirt—the first garment sewn with a purpose—and trace how the company used its 'Don't Buy This Jacket' campaign, 1% for the Planet, and a radical commitment to repair over replacement to build a brand that customers trust even when it asks them to consume less. The conversation digs into the 2022 decision to transfer ownership to a trust and nonprofit, the 18-million-dollar tax bill that…
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