My Favorite Brand

Posted by | December 05, 2010 | General | 6 Comments

During the SF Music Tech opening reception this evening, my new friend Tom asked me what my favorite brand is.  Oddly, I told him that I didn’t know.

When the conversation floated through back through my mind later on as I walked home, the answer came quickly and clearly: Patagonia.

Why Patagonia?

In part, because it is an amazing company.  Patagonia’s Mission is to: build the best product, cause no unnecessary harm, use business to inspire and implement solutions to the environmental crisis.

Also, Patagonia’s founder, Yvon Chouinard, is one of my heroes.  First, as a climber and then as a business person, I hope to follow in Yvon’s footsteps.  Yvon’s book, Let My People Go Surfing, inspired me to become a more responsible businessperson.  Yvon taught me an important life lesson: the more you know the less you need.  Whether in a Willamette University course study, a Brandchannel paper, or countless business books about social enterprise, Patagonia often is held up as a role model for creating brand loyalty.

Yet, to me, the coolest thing from a branding perspective is that Patagonia is pronounceable in every language.  Given the importance of brand consistency, that’s not only cool, that’s brilliant!

Even though I stood like a deer in the headlights when called upon to name my favorite brand, like many things in life, once I stopped thinking about it, the obvious choice appeared.


About Lara

Lara Pearson is a trademark attorney with Exemplar, where she also serves as the firm's Sustainability Steward. Lara's legal practice focuses on trademark and copyright law, including: intellectual property audits; trademark search & clearance; trademark and copyright registration & maintenance; intellectual property transfers; transactional work; and dispute resolution, including litigation when necessary. Lara primarily represents other social enterprises -- those leveraging their businesses and brands as catalysts for positive social and environmental change. Such businesses engage in CSR (Corporate Social Responsibility) to have a positive "triple bottom line" of people, planet and profit. As Exemplar's Sustainability Steward, Lara works with others in her law firm to measure and reduce the firm's carbon emissions and encourage engagement in social responsibility initiatives, including pro bono legal work and volunteering. Lara is a proud member of the Social Venture Network. Brand Geek is a member of 1% for the Planet and a Certified B Corporation, whose Incline Village office is certified under the regional Keep the Sierra Green program. Exemplar Companies is the most innovative professional services firm in the New Economy. Our unique, diversified expertise spans the disciplines of corporate law, business advisory, and capital/investment banking to better meet the needs of our high-potential customers. We have assembled a comprehensive suite of service to meet the complex issues facing companies in today’s challenging business environment. Our unique, holistic approach ensures the growth and success – and greatly increases the competitive advantage - of our customers. The Exemplar team is comprised of knowledgeable, highly skilled experts in a wide range of industries and disciplines. They work closely with our customers to provide trusted advice, incomparable support, expert guidance and the ultimate competitive advantage as they accelerate their businesses and position themselves to transform industries.


  • […] our walking tour of Reno, we headed to Patagonia.  Patagonia is my favorite brand.  I learned even more reasons why on Saturday.  Patagonia makes incredibly durable and stylish […]

  • […] As discussed in my December 5, 2010 post, Patagonia is my favorite brand. […]

  • Sara says:

    Love your blog! So many insightful posts.

    Coco, I agree…MTV is a great brand also! Always evolving.

  • coco says:

    Ok. I’ll jump in on this one too. But, being an artist, looking at it from a graphics perspective rather than the brand mission.

    I’d say one of my favorite brand logos is the MTV logo. The original was designed to be a “frame” rather than a completed logo. That way it could be filled with any color, texture, or wallpaper that fit the situation. It was really very ingenious. It was a way of trying to incorporate a type of postmodern philosophy to the network representation. In fact, they used to ENCOURAGE people to fill the logo with whatever they wanted; which is an anomaly in a graphic design realm where logo guidelines are usually very strict.

    The logo was redesigned last year – with the same thought. Although, with the shifting nature of the medium, the logo is now filled with video content rather than graphics.

    While I’m not exactly in the demographic of their programming, I still appreciate the intelligence behind the brand. It shows that there is an intention to go beyond just a superficial, static representation.

    • Lara says:

      Thanks, Ed! Sorry for my delayed response — I have to turn the e-mail notices back on now that my designers added a spam filter! The intricacies of technology!

      I agree that the MTV logo “frame,” is cool. I didn’t know / realize that before reading your post (though now that I think back, I recall it being dynamic). I don’t think I’m in their demographic either, but I appreciate the MTV brand more now.

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