Connecting with Customers in the Wild: How The North Face Builds Emotional Loyalty and Engagement wi

For almost 60 years, The North Face has delivered quality outdoor gear. With the help of the Grateful Dead and the Hells Angels, Douglas and Susie Tompkins launched the brand in San Francisco in 1966. Over the following decades, The North Face would launch iconic styles and gear recognized by both outdoor enthusiasts and casual consumers across the globe. With a logo inspired by the Half Dome in Yosemite, the brand started its customer connections through a shared understanding of....

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