Beers are on me, Patagonia - Marketing - Dana Chirps

Patagonia has taken a stance! - Dana Chirps

Patagonia has taken a stance! - Dana Chirps

The image above is the current homepage of Patagonia. This was in response to President Trump drastically rolling back protections on the Bears Ears and Grand Staircase-Escalante national monuments. We're talking two.million.acres.of.land. This is the largest rollback of federal land protection in the nation’s history. 

Although tempting, this post isn't to tell you how you should feel about the matter. Instead, I'd rather address something I find to be so refreshing and hard to come by these days: a company that lives and breathes its values and brand. 

Just last night during my 1am-I-can't-sleep-Twitter-scroll, I stumbled upon an excellent quote that was something to the effect of, "There is not a single marketing tactic or strategy that will correct a company whose brand promise doesn't match their brand delivery."

That statement is the absolute truth. As a business, you can't call yourself one thing, and be another. It is confusing and deceiving for the consumer. When clients ask me what my marketing approach is, I always tell them that I feel the best marketing is honest marketing. If you're marketing a mediocre product - own it. If you're marketing towards people who smell bad - own it. But especially if your marketing is heavily geared towards your company values - you must own it. And that is what Patagonia has done so brilliantly.

The speed of which they addressed this situation is also impressive, and it's as though they are saying, "no, it is not business as usual." Now the marketer in me is reluctant to direct you off my website, but in this case, it's well worth it. Take a look at Patagonia's current homepage. First, they grab the users attention with provocative copy that is best described as straight gangster, eliciting a three-second-damn from all who reads it. They took the most valuable piece of real estate on their money-making website, their homepage, to make sure their message was clearly delivered. They did this knowing that it will likely cost them money. Message received. 

From there, the user can either carry on to their regular shopping, or click to learn more. If the user chooses to learn more, they are presented with clear information, a list of allies, and most importantly (from a branding perspective) their statement on why they are fighting to protect the land. The why is what connects the values to the actions, or the promise to the deliverables. 

Calls to action (in the form of "take action" buttons) are dispersed throughout this landing page. And if the user clicks on one of those, there are simple instructions for the user to follow. Patagonia took as much "work" out of the equation as they possibly could have. 

From start to finish this initiative has been executed perfectly. I applaud them for boldly standing up for their values, and providing effective tools for others to do so as well. They put their money where their mouth is. It's like a modern day story of David and Goliath... and we all know who won that battle... 

 

 

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Dana Podgurski

Hi everyone! I'm Dana Podgurski! 

I'm a foot in the mouth, tongue in cheek, head in the clouds, and heart on the sleeve kind of gal. I live for new experiences, but am a total sucker for nostalgia at the same time. I'm tough as nails, but am a complete softie for all things kids and animal related. I fly by the seat of my pants, and live for adventure. But I firmly believe that adventure is a mindset that one's self determines.

For work, I am a marketer through and through. Bringing brands to life, and content marketing are passions of mine. Many would consider what I do as nerdy, but I seriously dig it. I have been doing marketing contract work for years, and appreciate the variety it brings, and the relationships I've developed with my clients. To check out my work portfolio, or if you're interested in a partnership, click here.

For fun I love to create - writing/blogging, photography, and painting are my main three mediums of doing so. Feeling good and healthy is also high on my list, as it really lends itself to making everything more enjoyable. So I maintain a very active lifestyle, eat pretty healthy, and am outdoors as much as I can be. And if my blog didn't make it abundantly clear, I absolutely LOVE to travel. I spend any extra money I have on plane tickets, and feel so fortunate to have been to several amazing destinations both domestically and internationally. There's nothing more fulfilling than coming home from a trip and adding a been-there-pin to my map.