What’s your brand’s reason for being? Are you saying it enough? Is it something consumers care about? Is it genuine? Patagonia proves that a meaningful mission can make a big difference. Maybe you’re thinking, “Well, our brand doesn’t sell outdoor adventure apparel, so we don’t really care what Patagonia’s doing.” But if that’s your philosophy, I challenge you to think of it this way: When their polarizing campaigns, beautifully designed catalogs and killer social media efforts drive consumers to drop $800 on a parka, guess who Patagonia is taking attention (and dollars) away from? You. Why? Because they do so many things that other brands don’t. (Is it obvious that I’m a middle child?)Īnd regardless of how you feel about them, Patagonia is one of the most impressive brands out there. They’re incredibly well-liked, and it seems like everyone aspires to be them. They get all the attention, and they get away with pretty much everything. They’re like a frustrating older sibling.
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