In “The Compass and the Nail: How the Patagonia Model of Loyalty Can Save Your Business, and Might Just Save the Planet,” Patagonia’s former lead consumer marketing strategist, Craig Wilson, offers methods of creating consumer brand loyalty for any business. He argues that consumers truly drive and direct the economy as they buy certain products and, ultimately, choose which companies serve the public. Wilson also suggests that consumers have a strong affect on companies’ ethical, environmental and social decisions by demanding good business practices.
Conversely, consumers can also encourage unethical market operations by choosing to support unethical businesses. “The Brand Ecosystem” is a model Wilson developed while working at Patagonia to help businesses attract a loyal customer base while sustaining the environment. He discusses the model throughout the book as a way to affect positive change in the economy and around the world. “The Compass and the Nail” puts a global perspective on business to consumer relationships.
“The Compass and the Nail” is available on www.800ceoread.com for $19.16.