Latest / Brand Storytelling with Fexingo: Narrative, Mission, and Stories That Sell
How Patagonia Turned Environmental Activism Into Brand Identity
In this episode, Lucas and Luna explore how Patagonia built a brand that sells $700 jackets by telling people not to buy them. They break down the infamous 'Don't Buy This Jacket' campaign from 2011, the Worn Wear program, and how Yvon Chouinard's decision to give away the company to fight climate change became the ultimate brand statement. Along the way, they discuss the tension between growth and mission, why Patagonia's anti-consumption message actually drives sales, and what other brands can learn from a company that treats its customers like co-conspirators. This…
The skinny
The skinny isn't ready yet — notes appear once the transcript is processed.