Loading...

Don't Buy This! Building Patagonia's Aspirational Brand

3,735 views

Loading...

Loading...

Transcript

The interactive transcript could not be loaded.

Loading...

Loading...

Rating is available when the video has been rented.
This feature is not available right now. Please try again later.
Streamed live on Sep 23, 2013

Patagonia has successfully built a brand synonymous with a lifestyle that many people aspire to: a more active, healthier, and greener one. What role does brand identity and marketing play for a business committed to "inspire and implement solutions to the environmental crisis"? Famously, Patagonia's Cyber Monday "Don't buy this jacket" campaign was a huge success, urging customers not to but what they don't need and to think twice before buying anything.




Two of Patagonia's senior executives, Vincent Stanley and Jill Dumain, will discuss the tensions between marketing and sustainability, how the public's reactions have influenced the direction of the brand, and the trade-offs Patagonia has addressed throughout this journey.

  • Category

  • License

    • Standard YouTube License
Comments are disabled for this video.

to add this to Watch Later

Add to

Loading playlists...