They say that when you are GOOD at something, you will be eager to share it with the world. They also say, that when you are GREAT at something, the world will make sure to spread the word. Patagonia is one of those brands that get a ton of free marketing from the cult-like following it enjoys.
That’s the power of marketing. If done effectively, it helps spread inspiration, magic, and beauty. Simply said, things worth talked about getting talked about.
In this noisy and crowded marketplace, if you aren’t remarkable, you are invisible. If you are invisible, you don’t get noticed. In order to differentiate yourself from the crowd, you have to stand out. You have to be unique – you have to be… you. Because authenticity brings the right people on board. And with the right people on board, great things can be accomplished.
Such is the case with Patagonia, a clothing company with the mission of “being in business to save our home planet.”
Patagonia’s Courageous Business Model
Unlike other firms, Patagonia doesn’t advertise to generate sales and revenues. Instead, Patagonia advertises to get people on board with its mission. And not only any people, but the right people.
Patagonia knows that it might never actually achieve its mission. They know that their journey towards saving the world will outlive probably every single one of their employees. Yet, they also know that their mission is worth sacrificing for.
As a result, Patagonia reverses the sole purpose of ads and re-directions them to get as many people on board as possible. The world, as they see it, depends on it.
Patagonia’s Don’t Buy This Jacket Campaign
Here is perhaps one of the greatest ads of all time, launched by Patagonia.
At plain view, the ad is simple. It doesn’t stand out. It doesn’t catch our attention. It’s more, it even seems counterintuitive.
Yet, it does stand out, catches our attention, and ignites our hearts.
Are you getting onboard?
The world needs you too.