There is an image of an advertising campaign poster making the rounds on social media that has been marked with comments that question the motives and manipulative methods behind the design. (See Below) It is a good example of social and cultural commentary being added onto a commercial poster, but it is far from a new idea.
In our post-pandemic world, brands are dealing with changed customer behaviors. Attitudes about and usage of technology leap-frogged decades. How and where we work together is now very different. How we buy foods and beverages has altered dramatically.
In April 2017, the authors of Legacy In The Making visited me at Patagonia’s headquarters, in Ventura, California, to talk about the legacy I’m building as the founder of Patagonia. We talked about a lot of things, some of which I’d never spoken about before. Afterward, when they asked me if I’d share some of those insights and stories in the foreword to their book and I made it clear: I never wanted to be...
A brand can tell a powerful story by focusing on its purpose. The concept of brand purpose has become very popular in recent years but is also often;
One of a brand’s most important elements is its perception as a responsible entity. This is especially true of a corporate brand. Responsibility is about demonstrating good corporate citizenship. Responsibility must be corporate-wide. Responsibility must be ingrained into the enterprise as a whole and reflected in all thought and action. Every brand should have a responsibility ethic. Having a responsibility ethic means being an aware, effective global business behaving positively on behalf of people, stakeholders,...
