Ibex is another company that clearly understands its customers, or “tribe,” as Seth Godin would say. I discovered this Vermont-based wool clothing company a few years ago when I was looking for a better quality vest than the ones on display at REI.

My older brother put me onto Ibex. I not only enjoy wearing Ibex products (I refuse to share my ultra-soft, wooly hat with anyone), I see them as great examples of a company that’s taken pains to know its customers and integrate its brand—“durable, evolving, active, and modern”—into everything it does. Its website exemplifies what I mean.

 …