Patagonia’s Post

Ditch category creation and rebel from within the category instead. Why? Positioning is about picking a frame of a reference. Great positioning does 3 things: it’s simple, it’s memorable, and it explains why you’re better at solving something your audience cares about. And great brand narratives give you a hero arc against the status quo. Ever notice when you explain a new category to someone they default to reframing it in terms they know and understand? “We’re a marketing collective.” “Sooo… you’re an agency?” You can spend your time and energy trying to make the category stick. Or you can use the status quo category as a helpful anchor point. A built-in shortcut to simple and memorable. Now you get to invest more in different and better. It makes for great product marketing campaigns and even better brand campaigns. You get to stand for something. Patagonia recently executed this brilliantly with their “Fashion is none of our business” campaign. Are they still in the apparel category? Yes. Do you clearly understand how they’re different than everyone else? I’m willing to bet that’s also a yes. --- 💥 Ready to rebel and stand out in your category? 👋 Let's talk about your positioning.

#Patagonia, #Levi's, #Cotopaxi... come to mind (many more). They're unapologetically pushing the boundaries by producing quality products, using sustainable methods, and being socially aware. Especially since government regulations are slowly, but finally catching-up with industry impact leaders. #HRDD #CSDDD #transparency #socialimpact I love the message of putting the earth first... it's evident they put people, our future wellbeing, and our society at the forefront.

Tell me about the jobs you didn't get... Two years ago, I was second in line for Head of Brand Design at Patagonia. Dream. Gig. After a lovely interview process, they shared that it although it was neck and neck until the end, the role ultimately went to someone else. Heartbroken? Yes. But also? No. See, I got to fly really really damn close to the sun. I got to spend an hour talking about the future of the brand with Jenna Johnson. I met some amazing and talented people who live and breath the ethos of that company personally and professionally (hi peter mcbride Brad Wieners Heidi Volpe!). I got to try on what it might be like to work for a company that continues to draw meaningful lines in the sand about what it means to be a business that cares for the planet. And how you bring the brand to life around that. I got to dream for a minute about explaining to my two girls that our matching Patagonia fleece onesies actually mean business ;) It was all a dream. And when the call came that it wouldn't be a reality, it was ok. Not meant to be. I can still cheer them on, still be stoked to walk into their stores, still be grateful for the opportunity and experience. I saw this video last week and my first thought was "heck yes – I love this company." My short trip in their orbit was awesome. Go them, go Earth. P.S. I think it’s easy to look at the jobs we didn’t get as a “failure” … especially when the role sits right up there with dream job status. But that’s kinda depressing, and let’s be honest, job decisions are usually out of our hands. Perhaps best to look at it as a truly “epic” failure. Ie the job didn’t come thru - ok! Onto the next... But wow, it was an epic experience and learning. Onto the next.

I’m a big fan of Patagonia, what they stand for, and the work they do across the globe. When I watch their videos, documentaries, or read their emails I feel as though I’m a part of something. This is marketing done well. Story telling has always been there. It’s how we communicate, relate to one another, and make sense of this wild and wonderful world. In the words of Allan Dib “We're all big bags of emotion and our buying decisions are made with emotion”. This is a great example of using story to showcase the personality, values, and mission behind a business. It sparks emotion and captivates the consumer. Utilising the power of storytelling is key to the success of your business. “Don’t just tell me the facts, tell me a story instead. Be remarkable! Be consistent! Be authentic!…” - Seth Godin

Here's to the art of crafting elegance and embracing the journey ahead. 🌟👗 #arrelagarmentfactory #ArrelaFashionJourney #StyleTriumphs #NewBeginnings"

#Brandpurpose vs #businesspurpose before #scalingup has always been a professional challenge. Building a business to #savetheplanet or to have positive #ebitda? Without scale, the unfortunate reality is #founderstories will often be pulled between the two poles. Large brands are capable of leveraging #economyofscale and #investmentstrategy (exp: new solar panels on top of old warehouse) in ways start ups just can't compete. #earnings matter. #greenhousegas #capitulation kinda sucks...

"Reflecting on a year of style triumphs and fashion milestones. 2023, you've been good to us, and we've loved every stitch of it. Here's to the art of crafting elegance and embracing the journey ahead. 🌟👗 #arrelagarmentfactory #ArrelaFashionJourney #StyleTriumphs #NewBeginnings"

In the fashion industry, translation goes beyond just words. It's about understanding culture, nuances, and the heartbeat of global style. Ensuring that fashion speaks universally is our craft. Let's bridge style languages together! 🌎👗✒️ https://buff.ly/46vcGFg #FashionTranslation #StyleLinguistics #TranslatingTrends

Developing Unanimous Harmony (Duh ...!) between fashion and scripture! The best way to summarize a brilliant strategy for a biblical approach to Fashion Design. Though it's work in progress, who wants to wait and see how it turns out in the end?