Patagonia joins lawsuit to block Trump’s national monuments order
Patagonia has never backed down from speaking up for what it believes, however controversial it may be.
The outdoor apparel retailer joined a broad coalition that is suing to strike down what it termed “the President’s extreme overreach of authority in revoking the Bears Ears National Monument.” The plaintiffs — Patagonia Works, the National Trust for Historic Preservation, Utah Diné Bikéyah, Friends of Cedar Mesa, Archaeology Southwest, Conservation Lands Foundation, Access Fund, and the Society for Vertebrate Paleontology — filed the complaint in federal court in Washington, D.C., on Dec. 7.
The lawsuit attempts to “declare unlawful President Trump’s December 4, 2017 proclamation that revoked the Bear Ears National Monument and replaced it with two new ‘units.'” It claims the act exceeds a president’s authority under the Antiquities Act of 1906 and wants the original configuration of the monument restored.
“President Trump’s proclamation is the first time any president has attempted to abolish a monument established by a previous president and amounts to the largest elimination of protected areas in American history,” the coalition stated. “By revoking national monument status for 85% of the area protected by the Bears Ears National Monument, President Trump has removed legal protections for many well-known and widely-revered historic, scientific, and cultural areas.”
“I think the only thing this administration understands is lawsuits,” Patagonia’s legendary founder and ardent environmentalist Yvon Choinard told CNN.
Patagonia replaced the imagery on its homepage with a dramatic message, “The President Stole Your Land.”
“In an illegal move, the president just reduced the size of Bears Ears and Grand Staircase-Escalante National Monuments,” the message reads. “This is the largest elimination of protected land in American history.” The home page has a “Take Action Now” button.
The Patagonia post attracted the attention of Interior Secretary Ryan Zinke, who called it “nefarious, false and a lie.”
As of Thursday morning, Patagonia had not taken down the pointed message.
“We’ve fought to protect these places since we were founded and now we’ll continue that fight in the courts,” stated Rose Marcario, president and CEO of Patagonia, who wrote a column for Time explaining why the company had joined the lawsuit.
The lawsuit’s defendants include Trump, Zinke, Secretary of Agriculture Sonny Perdue, Deputy Director of the Bureau of Land Management Brian Steed, and Chief of the U.S. Forest Service Tony Tooke.
Walmart changing its name to reflect its new focus
Walmart is ending a 48-year habit by removing word “stores” out of its legal name.
The discounter on Wednesday announced that it is changing its legal name from Wal-Mart Stores to Walmart Inc., effective Feb. 1, 2018. The move reflects the chain’s growing emphasis on e-commerce and its positioning as a retailer with integrated online and offline operations.
“Our customers know us as Walmart and today they shop with us not only in our stores but online and with our app as well,” said Doug McMillon, Walmart president and CEO. “While our legal name is used in a limited number of places, we felt it was best to have a name that was consistent with the idea that you can shop us however you like as a customer.”
In a blog post on the company’s web site, McMillon said the change not only the company’s strategy to win the future of retail, but is also a bit about returning to the company’s roots.
You might be surprised to learn that, when Sam Walton opened the first store in 1962, the name on the front of the building was simply, “Walmart.” A few years later, we incorporated as Wal-Mart, Inc., and amended the name to Wal-Mart Stores, Inc., when we went public in 1970,” McMillon wrote.
Walmart operates under nearly 60 different banners around the world, including e-commerce sites, and has more than 11,600 stores and clubs in 28 countries. It will continue to trade on the NYSE as WMT.
Walgreens unveils major rebranding effort
Walgreens is moving on from its “corner of happy and healthy” tag line to new branding that emphasizes the company’s 116-year heritage of serving customers and also targets a younger demographic.
Walgreens’ legacy of care is the foundation of its new, multifaceted brand positioning and identity campaign, whose tagline reads, “Walgreens. Trusted since 1901.” The company unveiled the new strategy on the heels of CVS Health’s announcement that it would acquire Aetna for $69 billion.
“We went deep into Walgreens history to rediscover what makes Walgreens great,” said Alex Gourlay, co-chief operating officer for Walgreens Boots Alliance, and president of Walgreens. “It was clear from our research that three strong characteristics define our relationship with our customers, rooted firmly in our history since 1901: care, trust and accessibility. We’ve always cared for our customers’ health and well-being, but how we’ve cared has evolved over time. As consumer behavior continues to change, we will focus on these core attributes to help define the work we do.”
The repositioning targets two critical demographics for Walgreens – millennial and generation x women. To connect with millennial females, Walgreens will extend its message across several digital channels, especially mobile and social. Walgreens understands that mobile consumption is the way for this generation to stay connected.
For gen Xers, Walgreens will leverage traditional media channels in addition to social media.
The brand positioning is an effort to emphasize the aspects of Walgreens from the past 116 years that customers truly love. Those attributes – care, trust and accessibility – are the focus of the campaign, which includes new advertising and marketing, and a purpose to champion the health and well-being of every community in America.
As part of the new brand identity, Walgreens release a series of digital vignettes called “Care Stories,” which feature real employees and Walgreens customers.