Living the brand: The Patagonia Story encourage people in your organization to recognize that they can contribute to building the brand with their everyday actions.

Learners will explore how the company has achieved this and how it uses its mission and values (and storytelling) to create involvement throughout the organization, to break down organizational silos and to achieve focus.

Learning Points:

Inspire Belief - if people are inspired by the idea of what the company stands for, in turn they will inspire others.

Involve People - you can't simply tell people about the brand, you have to involve all your audiences (internally and externally) in its development.

Live the Values - the brand values acquire relevance and meaning when they are used in day-to-day work.

Culture is Everything - the Patagonia culture is born out of a shared way of thinking and behaving that links back to the purpose and values. Everyone contributes to the culture and the culture helps to guide people's actions.

The key outcomes:

• Demonstrates how to make environmental commitment a core element in an organization.
• Sets an example of how individuals can use values to make decisions, design products and create value for customers.

Extra Content:

• Using the brand to create new products
• Testuyo and the limestone wetsuit
• Chip and recycling frisbees
• Gone shopping