My top 5 Active Outdoor Companies based on branding

This list is based on the overall branding job that the companies have done.  This includes the overall look, the message, the essence, the strength of the brand and the creativity of the brand.  These are in desending order:

5- Patagonia.  Many would argue that this should be higher because it is well known among the faithful.  In a purely outdoors sense, yes it should, but for overall brand strength it lacks a little because of the weakness in the flash (then again, that's what make it what it is).  (BTW, I love Patagonia stuff, this is purely based off of the branding.)

4- Merrell.  I like Merrell.  I think they have great shoes and they've done a good job selling that.  It's incredible that they have done as much with so little.  They are a bit of a one trick pony but I like the organic feel and the appeal to everyone.

3- Mountain Hardware.  The brand is technical.  That is what they want to display.  You know that if the person is wearing the brand then that person understands the outdoors, otherwise they wouldn't be spending that much money on their equipment.  Clean and technical.  I like it for what it is.  They have done a good job of transmitting their message.

2- Columbia.  Mountain Hardware's mother company, Columbia has successfully become the provider to everyone on every level.  The company went from just ski parkas in the 90's to a complete outfitter.  The brand screams quality and value but still screams outdoors.  While not a top technical brand, they save that for MH, they still make great products but the overall branding and experience that Columbia gives you is top notch.  The brand appeals to everyone through imagery, price point, design, and function.  Well done.  (P.S. they make hunting apparel, big plus for me!)

1- The North Face.  They have been killing it for years.  I remember in high school in the 90's when someone had a TNF backpack, they were cool.  Interestingly enough TNF still remains an enigma on purpose.  At the base of the whole essence is a brand that doesn't care what anyone thinks because they basically created the role of an outdoors outfitter.  The simple logo has a ton of equity, the products are always quality and the imagery is solitude with accomplishment much like the brand itself.  As TNF continues to branch into new industries they keep the same essence and branding.  I really enjoy the brand and what has been done with it.  As of now they hold my top spot.