“The company’s three-strand mission statement – to build the best product, cause no unnecessary harm and use business to inspire and implement solutions to the environmental crisis – informs every aspect of the marketing strategy.”
“Weller explains that marketing within Patagonia is focused on “building a movement” based on the values it shares with its communities, a connection that cannot be achieved through traditional above-the-line advertising.
“It’s community building and we’re very much focused on doing that socially online, physically in the real world and we invest as little as we can in paying to talk about what we do and who we are,” he adds.”
“You can’t reverse into a mission and values through marketing. The organisations that are struggling with this are probably the ones that are thinking about marketing first.”