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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.
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.