Why I Will Always Love the Patagonia Brand – Alex Chrisman // Alta Co

Like the Patagonia brand, there are many brands doing brand marketing right. But like Rivian, some brands hurt their products through poor brand marketing. What are the odds that your company is doing brand marketing correctly? Which brands can you model? Listen to Alex Chrisman, Creative Director at Alta Co, discussing why Patagonia and others are models for doing brand marketing well.
About the speaker

Alex Chrisman

Alta

 - Alta

Alex Chrisman is Creative Director at Alta

Show Notes

  • 02:06
    Examples of brands doing brand marketing well
    Airbnb is a great example because it exceeded what people typically consider a brand.
  • 04:46
    A bad example of brand marketing
    Although the Rivian auto brand has a strong value proposition, its headlights' branding puts people off. Compared to Alpha motors
  • 10:57
    How Anchor Steam branding appears to have fallen off
    There was so much more to buying a bottle of anchor Steam beer than just the way that beer tasted. Their new branding got rid of all the illustrations and all the history.

Quotes

  • "Where you get real brand value in something, like Coca-Cola, is long trajectories. Why does it not change? Because there's a commitment to it. But many people look at it like this isn't working; they keep trying new stuff, rewriting their mission statement, or launching new campaigns. And when it wanders that much, you don't get anything as creative long term, and not a big impression of what this company is, what it stands for." - Alex Chrisman

  • "I love the Rivian truck, except for the most branded part of that truck which is those headlights. Those Kirby eyeball-looking headlights polarize people away from a great offering that takes one of the more climate-impactful types of transportation and turns it into something green with a tremendous value proposition." - Alex Chrisman

  • "Compare that to Alpha motors; their stuff looks amazing, like 90s revival, awesome, like Land Rover adjacent stuff 80s and 90s, Toyota adjacent stuff that looks like the market they're trying to reach. And they're creating cars with character." - Alex Chrisman

  • "People want more out of car culture than just signal theory of doing the responsible thing. They want a more varied sort that speaks to their personality more. And cars, overall, have gotten so disinteresting." - Alex Chrisman

  • "When you think about the auto industry, the brand is the product. There are many layers on top of that; as we think about that, the identity or the colors or that stuff as much as we think about the product. And the design language, buying the product, the form factors, and the fundamental choices, build the brand." - Alex Chrisman

About the speaker

Alex Chrisman

Alta

 - Alta

Alex Chrisman is Creative Director at Alta

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