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How to Sustainably Upscale Your Brand

1/2/2017

2 Comments

 
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Image: Patagonia Islandic Winter Jacket
Corporate Challenge: Can a company’s brand move up-market without a costly M&A?

Ironbound Strategy:  Brands can move up-market if they create value forcustomers, employees, and society.  Without creating value in these three core areas, the brand will lose more customers than it might gain.

Ironbound Action: Ventura California based Patagonia made an ecological choice to stop making their products using cotton due to its necessity of pesticide use.  The substitute was organic cotton which is costly to grow.  Almost all Patagonia apparel doubled in price by switching to sustainable materials.  Patagonia chose to create value for society, and the brand acquired new upscale customers that helped the company grow faster.  Millennials are also choosing ecological brands, a segment that Patagonia is expected to dominate.
2 Comments
rush my essay link
1/17/2017 02:50:39 am

Brands are a big asses that we can all look at. This can affect all of our buying decisions. I am glad that there are readings like this that will help us understand the things that we are not aware of. Thank you for sharing this

Reply
Sarah
1/17/2017 09:21:13 am

Thank you for your generous comments. We post a new blog to help out decision-makers every week or so. We try and keep them short, so that you can get valuable insight, and then go change the world.

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