Tom Herbst’s presentation at The Gathering 2019 ranks among one of my Top 10 all time favorites. I’d like you to listen to Tom speak, and ask yourself how much you believe in what he’s saying. You should use Tom’s remarks as a barometer of sorts to gauge your own passion and level of enthusiasm for cult branding.

As a business, the North Face is wildly successful at manufacturing and selling products expertly designed to help people thrive in extremely cold weather. But as a brand, North Face was dangerously close to losing its way. As it got bigger, it was becoming less beloved. In pursuit of greater profits, they were losing touch with the people who made their company great - both the customers and the staff whose buy in is so critical. And that's when Tom came in to help save the day.

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