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Bringing the brand to life
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These days most organizations have vision and value statements, but there is no point in having them if they are simply words. Values only have an impact when they mean something to employees. To engage people to really use their values we have produced an inspirational film about sportswear brand Patagonia. Click the PLAY button below and watch the TRAILER
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Feeling genuinely groovy
Ask Chip Bell, long serving receptionist of Patagonia (and 13 times world freestyle Frisbee champion) why he believes in the Patagonia brand and he’ll tell you it’s because he’s feeling groovy. In other words, he believes in the values of Patagonia, understands what they mean for him and feels able and willing to deliver them to the customers and suppliers of Patagonia. The question is ‘how is this state of grooviness achieved?’
In the full 20 minute film you can see how the Patagonia culture has evolved as the guiding spirit of the company. It is a culture that is derived from a long-term approach to business planning, the commitment and enthusiasm of its people and the willingness to take difficult decisions and remain true to the brand. As Casey Sheahan, CEO says, ‘culture is everything.’ In the film you will also have the chance to see how you would solve some of the dilemmas that Patagonia people face such as:
- how to build a brand without advertising
- how to create a culture without silos
- how to be true to your beliefs and be successful
- how to recruit and develop people that identify with the values
- how to achieve an effective work / life-balance
- how to engage customers with the brand
The benefits
It’s not surprising that companies with committed employees are better at delivering customer service (which generates better bottom line performance). The idea of the Patagonia film is that it will encourage your managers and employees to realise their potential when they align their efforts with the company’s values and to deliver customer value.
DOWNLOAD DESKTOP VERSION (Quicktime 16Mb) - right click and select SAVE AS:
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