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Describe the brand` style (color, typography, imagery music)

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Describe the brand` style (color, typography, imagery music)

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Typography: Belwe Bold

Style & Imagery: use muted, natural colors to express oneness with nature

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- founded in 1973 by Yvon Chouinard

- started as a small company that made tools for climbers

- shifted focus to more on mountain sports (climbing, skiing, snowboarding, surfing, mountain biking, and trail running)

- gained popularity among outdoor enthusiasts and environmentalists.

- continuous innovation in materials and processes used

- faced a lot of challenges during COVID-19, temporarily closed down stores and website

- focus on saving the environment from the start; but issues with human rights in its operations

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Describe the target market(s) they address 

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Describe the target market(s) they address 

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Environmentally conscious people

Middle to upscale consumers

Sports people

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Prepare a 5 min pitch on how you would position the brand for the next 5 years based on all brand assesments you have executed these two days

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Prepare a 5 min pitch on how you would position the brand for the next 5 years based on all brand assesments you have executed these two days

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Describe the three most important brand values

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Describe the three most important brand values

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1. Build the best product in terms of function, repairability, and durability

2. Cause no unnecessary harm

3. Use business to protect nature

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Indicate the current stories as a part of the brand management, which hero profile do they use and which brand values are integrated, and could something be improved? 	

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Indicate the current stories as a part of the brand management, which hero profile do they use and which brand values are integrated, and could something be improved? 	

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Based on your research you have investigated the current brand strategy, customer fit, competitors, storytelling, but which strategic recommendations would you give the brand in order to become the best version in the next five years? Give at least 5 strategic recommendations 

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Based on your research you have investigated the current brand strategy, customer fit, competitors, storytelling, but which strategic recommendations would you give the brand in order to become the best version in the next five years? Give at least 5 strategic recommendations 

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- Emotional modifier: inspirational

- Descriptive modifier: nature

- Brand function: outdoorsmanship

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Describe in one sentence which customer group you focus on and why this consumer group fits the brand 

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Describe in one sentence which customer group you focus on and why this consumer group fits the brand 

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We target upper-middle-class, outdoorsy sports enthusiasts being in their early 20s and at the beginning of their careers because they embody the values of the brand and they are able to afford it.

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Pains:

- can i justify the price given how often i use the product?

- can i justify the price in general?

- why should i buy these products if there are less expensive options?

- can i overlook the social infractions of patagonia?

- how can i know the product will do the job well?

Gains:

- a product i can use for a lifetime

- a product that doesn't harm the environment

- a good feeling about helping the environment

- assurance of quality and durability

Customer jobs:

- find the right gear for their sports

- balance work with sports activities

- find environmentally friendly products

- stay warm, stay dry, stay flexible

Pain Relievers:

- high initial initial investment, but cost-saving in the long-run

- assurance that you have it for a lifetime (repair program)

- partner with athletes to showcase the functionality of the products

- take steps to alleviate social problems

Gain Creators:

- quality materials and design (long life cycle)

- focus on environment

- confidence in the brand & brand credibility

Products:

- activewear and sports equipment

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Symbols:

mountain peaks, bear, fish, bison

use symbols that all evoke mountains and nature as well

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Patagonia offers high quality products that the customer can use for a whole lifetime, thereby himself contributing to saving the environment.

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Describe which media (online and offline), events etc., they use and if this works well. 

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Describe which media (online and offline), events etc., they use and if this works well. 

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Website and particular Blog Section of their Website

Social Media (Instagram, Facebook) - don´t capitalize on in in such a way as other brands; not flashy

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Describe at least 3 Points of Difference (POD) and Points of Parity (POP) based on 1 chosen competitor

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Describe at least 3 Points of Difference (POD) and Points of Parity (POP) based on 1 chosen competitor

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Main competitor: Columbia Sportswear

POINTS OF DIFFERENCE

- environmentally friendly

- higher price & higher quality

- technical specs of products

POINTS OF PARITY

- durability

- functionality & performance

- cater specifically to outdoorsy sports enthusiasts

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Develop a new brand story based on the research from your previous steps (include a hero profile, brand values and plot sequence and casting such as: 

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Develop a new brand story based on the research from your previous steps (include a hero profile, brand values and plot sequence and casting such as: 

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Indicate which brands values, emotions and senses matter per touchpoint and why? Could something be improved? 

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Indicate which brands values, emotions and senses matter per touchpoint and why? Could something be improved? 

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Describe the brands’ voice and communication styles 

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Describe the brands’ voice and communication styles 

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See below

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Make a distinctiveness / centrality (CB) map for your brand landscape and indicate the position of the brand now and elaborate on the position in 5 years and why. 

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Make a distinctiveness / centrality (CB) map for your brand landscape and indicate the position of the brand now and elaborate on the position in 5 years and why. 

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Describe your brands name, display the logo, slogan 

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Describe your brands name, display the logo, slogan 

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Patagonia = mountainous region in South America

It should remind of: “romantic visions of glaciers tumbling into fjords, jagged windswept peaks, gauchos and condors.”

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Personality: Ruggedness - outdoorsy, relaxed, motivated, down to earth, open-minded, active, optimistic, non-judgmental, risk-taking, adventurous, tough

Physique: earthy and neutral colors, simple aesthetic, graphics of nature

Relationship: we want to consumer to trust our products, their quality, integrity, and environmental consciousness.

Self-image: we give our customers the tools to thrive in their favorite sports & environments. When they feel well-equipped and well-prepared, they will thrive more & spend more time in their favorite sports

Culture: high quality, durability, environmental consciousness, sportsmanship, outdoorsmanship,

Reflection: adventurous, eager, motivated, active, open, sticks to their beliefs

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Describe the brands’ market value and industry 

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Describe the brands’ market value and industry 

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Patagonia Market Value: $3 Billion US dollars in 2023 (based on Yvon Chouinard, Patagonia Founder)

Activewear Market Value: $ 393.2 Billion US dollars in 2023

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Social Impact: Self-transcendence

Life Changing: Self-actualisation

Emotional: Design and Aesthetics

Functional: Quality

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Describe 5 factors influencing the brand and the industry they are in (PEST e.g)

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Describe 5 factors influencing the brand and the industry they are in (PEST e.g)

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P:

Trade Regulations

Government's tax policies affect sales of Patagonia

Patagonia involves itself in political matters and state ther voting preferences which leads to influencing the customer base (they even sued the trump administration)

E:

Patagonia doesn't support the Trans Pacific Partnership despite it would help their profits because it does not align with der environmental und sustainable values

Inflation has negative effects on Patagonia

Recessions and periods of economic growth have impact on Patagonia

S:

raising awareness for the need of sustainable change

growing amount of environmental conscious people

slow fashion is becoming more popular

T:

introduction of new technological processes to make products more reusable and recyclable

waste management

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Edgy, Provocative

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Prompting

Provocative

Informative

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Very informative, they do not promote the product itself

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Promotion of articles to inform and products

Tone still informative and semi-formal

Focus on aesthetic

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Informative

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Informative, prompting

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If x brand were a ride- what would it feel like?

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If x brand were a ride- what would it feel like?

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Emulate the Logo "Patagonia"

Decorations: trees, sounds of wild life, splash of water

Slow ride in the beginning enjoying the nature, as a bear comes from behind and hunts the ride. Follwoing, suddently the ride starts to highly increase speed to further distance, going up and down, symbolising the excitement of adventures. Shark jumps above the ride, a bison herd besides in the grass.

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Maybe companion?

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• If x brand were a wedding- what kind would it be?

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• If x brand were a wedding- what kind would it be?

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In the region of Patagonia

No formal clothing

Enjoying the spirit of nature

After the ceremony, whatever berries are gathered and animals hunted, have to be cooked by oneself --> camp fire

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If x brand were a dream vacation- where would it

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If x brand were a dream vacation- where would it

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Adventure trip in Patagonia, including:

hiking, fishing, any sports possible in the region

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As Patagonia celebrates its 50th birthday, it reminds people why it started and what is at the core of its brand. It aims to inspire, not just to commit to the sport, but to commit to environmental action. To create a community of sporty people who love this planet.

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recommendations, based on your desk research and brand check what would you recommend the brand to change in terms in brand visuals and voice? 

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recommendations, based on your desk research and brand check what would you recommend the brand to change in terms in brand visuals and voice? 

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Mission: "We're in business to save our home planet."

Vision: "We aim to use the resources we have—our business, our investments, our voice and our imaginations" to create positive change for the life on our planet (plants, animals, natural resources).