Most companies have mission and values statements – Patagonia actively lives its mission statement everyday and importantly, tells its story to bring others into its community. This is leadership branding, Patagonia-style. Is it a model for your organization?

2019Robert Ferguson / John Nightingale / Jean-Pierre Veilleux15 October 2019content marketing, institutional marketing, cultural institutions, Museums, visitor experience, customer experience, digital platform, purpose, mission, storytelling