Latest / Brand Storytelling with Fexingo: Narrative, Mission, and Stories That Sell
How Patagonia Uses Story To Drive Premium Pricing
We explore how Patagonia’s decision to put its own CEO on the cover of a print ad—asking customers not to buy their jackets—actually increased brand value and sales. This episode breaks down the counterintuitive marketing tactic, the specific $30 million investment in 'Don't Buy This Jacket', and why radical transparency builds price elasticity in a way traditional advertising never can.
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The skinny
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