Say what you will, but Patagonia’s values as a brand are loud and clear.
1 min readNov 2, 2015
It’s amazing how many brands struggle to own a position. The fear always is that it will end up alienating a much larger audience base. We often try and educate our clients when we do competitive analyses, that owning a clear position is about showcasing authenticity and about standing for a clear set of values. And doing so rarely alienates consumers. It actually has quite the opposite effect.
Patagonia (and North Face) certainly doesn’t shy away from upholding its beliefs as a company. And say what you will about its investments in Chile, it certainly feels aligned with the overall beliefs and values of the brand.
