One last story from Morgan Housel to close out the week.

Sugar, milk, and eggs were all rationed during World War II. Many food companies adapted to use different, often lower-quality, ingredients to get by.

See’s Candy was so obsessed with quality that it refused to lower its standards. One holiday season it closed down and put signs in its store that read, “Sold out. Buy war bonds for Christmas.”

Was See's Candy the original Patagonia?

a picture from a Patagonia black friday ad of a bright blue jacket on a white background with text overlaid on top that says "don't buy this jacket"

If you believe in the quality and purpose of your brand so much that you would rather consumers not buy it than budge on those principles, you have a strong brand vision.

If consumers cheer the move, you have a strong brand.

More on the Don't Buy This Jacket campaign.