Page 16 - Engage -- no.11 -- Winter 2018

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Winter 2018
BRANDING
PATAGONIA:
THE EVERYMAN’S
ANTI-BRAND
Patagonia’s marketing strategy is paradoxical; the New Yorker has gone as far as to call it “anti-growth.” The brand targets eco-conscious consumers who cherish the great outdoors, prioritize sustainability, and value transparency. To do so, its advertising strategy frequently flies in the face of convention.
Patagonia’s tactics are curious yet effective. They align perfectly with the ethos of the
brand; dating back to the 1970s, Patagonia has appealed to a wholesomely outdoorsy, decidedly low-maintenance contingent. A magazine advertisement from 1980 declared Patagonia Pile garments to be, “for people who demand more from their clothes than fashion.”
While it’s clear that typical Patagonia customers may scoff at opulence, they do value top-notch quality. In the brand’s Worn Wear program, which launched in 2013, Patagonia established a website for customers to trade, sell, and buy secondhand Patagonia products. In 2015, the company took the campaign up a notch by driving a biodiesel-fueled truck around the country, visiting consumers at
retail stores, farmers’ markets, and trailheads—
and offering free repairs on used clothing. On the brand’s blog, Patagonia writes about the campaign: “Extending the life of our garments is the single most important thing we can do to lower our impact on the planet. In keeping our clothes in use longer, we reduce overall consumption.”
Consistency has been key throughout Patagonia’s marketing history. They’ve prioritized narrative since long before the days of Instagram Stories. Their vintage ads accomplish this primarily through powerful imagery: full-page ads of campers, rock climbers, and skiers reveling in the grandeur of Mother Nature.
The company’s origin story is well-known among loyalists. Founder Yvon Chouinard penned a memoir in 2006 entitled Let My People Go Surfing that gave a behind-the-scenes glimpse into one
of the most environmentally conscious for-profit companies in the world.
The brand’s anti-materialism status was perhaps cemented in 2011 with its “anti-Black Friday” campaign, encouraging consumers to think before they automatically buy something new—to repair and repurpose old clothes and to buy only what they need. Full-page ads featured the message, “Don’t buy this jacket,” next to an image of a popular product. That’s right. Patagonia purchased advertisements—in the New York Times, no less—specifically instructing customers to not purchase their clothes.
Patagonia’s commitment to radical sustainability resonates with consumers. In
the wake of the 2011 campaign, the company’s revenue skyrocketed almost 30 percent. In an era of elaborate (and often wasteful) marketing ploys, customers seem to find Patagonia’s affront on advertising to be a refreshing change of pace.
fidelity to the singular idea of living wild and free on the open road.”
But the brand hasn’t always been evocative of Americana cool. Back in 1911, Harley-Davidson’s print advertisements targeted farmers, suggesting that motorcycles were economical, time-saving machines. In the 1950s and ‘60s, the brand positioned itself as the top ride choice among police officers. It wasn’t until later decades that Harley adopted its famed tagline, “American by birth. Rebel by choice.”
In the brand’s developing years, its print ads featured front-and-center visuals and allusions to raw power—elements that largely persist in the company’s modern marketing. Beginning in the mid-1960s, ads with verbiage such as, “If you fish, hunt, camp or just like to roam” began making appearances.
In old-school newspaper spots, black-and- white sketches of a Harley took up prime real estate on the page. In 2017, the product-heavy nature of Harley-Davidson’s advertising remains consistent— majestic motorcycles adorn magazine spreads, television spots, the brand’s clothing line, and finally, its website and online presence.
“Harley’s messaging is easy to sustain and highlight through social media . . . for example,
a video in which the sound of the bike is distinguishable from the rest of the environment, and the rider—a look of steely determinism on his face—rides his Harley off into the sunset,” says Selepak. “While no brand will ever connect with everyone, this imagery has been powerful enough to keep the company going for over 100 years.”
Today, Harley-Davidson takes an inventive approach to social, with efforts such as Live
Your Legend, a global, omnichannel campaign centered around the primary pillars of freedom and fearlessness. The brand commonly uses social to direct fans to its own community on harley- davidson.com and to microsites such as Free Country, which debuted in 2011. Here, exclusive content such as route suggestions, Q and A forums, and photo-sharing opportunities entice brand enthusiasts to share their stories (read: exert bragging rights).
On the technical side, Harley is flirting with artificial intelligence as a tactic for boosting sales. “Innovative dealerships are now using the AI marketing platform (nicknamed Albert) to drive in-
HARLEY-DAVIDSON:
THE SPIRIT OF THE OPEN ROAD Harley-Davidson’s marketing has certainly modernized since 1903, but the brand has consistently tapped into a fervent fan base by capitalizing on consumers’ deep-seated identities.
“Customer identification with Harley-Davidson is so strong that many brand loyalists tattoo indelible images of the logo on their own bodies,” explains Eric Pinckert, cofounder and managing director of Los Angeles-based agency BrandCulture. “The brand has earned a passionate following through absolute