Brand Now by Nick Westergaard

Author:Nick Westergaard
Language: eng
Format: epub
Publisher: AMACOM
Published: 2018-05-01T04:00:00+00:00

With Transparency, You Get What You Give

More than a 1998 one-hit wonder from the New Radicals, “you get what you give” could also serve as a pretty decent brand ethos. Transparency in your business practices—what you say, what you do, where your products come from—is key to building a standout brand.

In the outdoor-clothing space, Patagonia stands out. But they do so in a very nontraditional way. As previously cited, they’d prefer you not buy more jackets unless you really need them. They stand for something bigger. As the company’s mission states, they strive to “build the best product, cause no unnecessary harm, use business to inspire and implement solutions to the environmental crisis.”12

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