Mission Leaders know how important it is that a company’s Mission pervades every decision, every action. But can it be your ad copy? Patagonia thinks so.
A late 2017 outdoor campaign sees the brand place their Mission Statement on walls around London – rather as if London was a Patagonia company meeting room.
Of course, for a long time now Patagonia been an anti-marketing marketer. Not for them the Mad Men brief, the message pre-testing, the Black Friday discounts. ‘Don’t buy this Jacket‘ almost looked like regular marketing until people did the double-take and saw the ‘Don’t’.
So it’s probably not surprising to see them eschew consumer messaging and just tell people straight what their ‘North Star’ is… because that’s what their customers are buying, along with a well made puffa jacket.
Read more: The Drum
