A leading independent publication about strategic branding worldwide.

Vicky Bullen

1 post

Joe Stubbs is the Chief Strategy Officer at Pumpkin. Joe leads strategy and transformation at Pumpkin, bringing over a decade of global brand, marketing, and growth leadership experience from Interbrand, C Space, and beyond.

4 minute read

Brand Image
Brand Management
Ethical Branding

What Patagonia’s Lawsuit Against Pattie Gonia Reveals About Modern Brand Ownership

Outdoor apparel giant Patagonia has found itself at the center of an unexpected brand controversy after filing a…

byDaniel BinnsandbyJoe StubbsandbyVicky Bullen

June 10, 2026

Vicky Bullen

What Patagonia’s Lawsuit Against Pattie Gonia Reveals About Modern Brand Ownership

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