Who Are You Anyway?

It’s a fairly easy thing to do, especially on the Web. By in large, I found that most handle their “about this company” or “about us” quite well, and provide my two cents below on the job I feel they do.

L.L. Bean, the apparel and sporting goods cataloger with its folksy, 95-year heritage, makes the most of its company backgrounder by providing not just a story, but a video history, chapter by chapter (www.llbean.com/customerService/aboutLLBean/95thAnniversary.html?feat=hp). You feel like you’re in a museum in which you sit down and watch a brief series of film clips, and it’s impossible to come away not trusting this company.