Patagonia's Yvon Chouinard gave away Patagonia (worth $3B) to save the earth.
Craftsman turned businessman, saving the earth became Patagonia's mission from day one.
This changed Patagonia's approach to marketing.
Here's how Patagonia redefined purpose marketing:
Craftsman turned businessman, saving the earth became Patagonia's mission from day one.
This changed Patagonia's approach to marketing.
Here's how Patagonia redefined purpose marketing:
Patagoniaβs Founder, Yvon Chouinard, gave away his company to a single shareholder - earth.
The $3B company transferred ownership to the environmental nonprofit The Holdfast Collective and the Patagonia Purpose Trust.
The $3B company transferred ownership to the environmental nonprofit The Holdfast Collective and the Patagonia Purpose Trust.
The Patagonia Purpose Trust owns all of the voting stock.
The Holdfast Collective owns the remaining 98% of nonvoting stock.
The Holdfast Collective owns the remaining 98% of nonvoting stock.
Patagonia will continue to be a for-profit business, but after reinvesting into the business - every other dollar will be given to the Holdfast Collective to help the climate crisis.
This is an estimated $100M a year.
This initiative also led to substantial growth:
This is an estimated $100M a year.
This initiative also led to substantial growth:
This Initiative Backs Its Mission Statement, Existence, and Core Values:
Patagonia Is Redefining Purpose Marketing
We're going to cover five parts that I believe helped Patagonia create super fans.
1. Consistent Voice
Patagoniaβs mission and values serve as the base of its voice.
Thatβs one that communicates the purpose over the product.
We're going to cover five parts that I believe helped Patagonia create super fans.
1. Consistent Voice
Patagoniaβs mission and values serve as the base of its voice.
Thatβs one that communicates the purpose over the product.
2. Find The Common Enemy
To build an army, you need an enemy.
Patagonia creates enemies that support its mission and matches its voice.
The stronger the bond, the stronger the army.
To build an army, you need an enemy.
Patagonia creates enemies that support its mission and matches its voice.
The stronger the bond, the stronger the army.
3. Lead With Action
Any brand can have a purpose.
The brands that create raving fans are the ones that put action behind the purpose and consistently amplify it.
Say it. Show it. Scale it.
Patagonia does just that:
Any brand can have a purpose.
The brands that create raving fans are the ones that put action behind the purpose and consistently amplify it.
Say it. Show it. Scale it.
Patagonia does just that:
4. Affinity Drives Advocacy
Brand affinity is built on values and driven by advocacy.
Long-form content is the bridge between the two.
Patagonia creates films to amplify the story and scale the awareness behind the purpose.
Brand affinity is built on values and driven by advocacy.
Long-form content is the bridge between the two.
Patagonia creates films to amplify the story and scale the awareness behind the purpose.
5. Accountability
Nothing is more important than Patagonia keeping Patagonia accountable.
Which is how this all ties in.
The latest initiative by Yvon Chouinard is the ultimate accountability.
It brings the mission and values to life.
Nothing is more important than Patagonia keeping Patagonia accountable.
Which is how this all ties in.
The latest initiative by Yvon Chouinard is the ultimate accountability.
It brings the mission and values to life.
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35k read it.
Takes 3 minutes to read.
And delivers on one promise: You'll become a better marketer.
Would love for you to join us:
marketingexamined.com
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Also, here's the full article for reference:
marketingexamined.com
Also, here's the full article for reference:
marketingexamined.com
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