Don't Buy This! Building Patagonia's Aspirational Brand

Don't Buy This! Building Patagonia's Aspirational Brand cover

In this video, executives from Patagonia speak about the reactions that employees, consumers, and other stakeholders had towards communications and initiatives inspired by ground-breaking sustainable innovation. Patagonia introduced branding that evokes a positive vision of the future and helps employees see the impacts of unsustainable behaviour.

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