By Julie Hein, General Manager
The Who knew. And Patagonia knows. It seems they have a pretty good idea who their customers are too. Check out this Business Week article where Patagonia tells its customers that buying stuff from them should be avoided to protect the planet. (Note that people didn't listen. They bought a lot of stuff. And I'll bet they like Patagonia even more now.)
This shows us at least two things. The obvious one that the values of this company are in line with the values of their key customers. The second one in my mind is HOW they said it. Directly. As a challenge. An order. You can't demand someone buy your product. But they demanded the opposite. It surprised Broca, cut through and had the desired effect.
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