Patagonia recently hid a secret message in the tag of one of their products for people to discover.
Some loved it, some hated it.
Why is this a great brand-building move?
People noticed and are talking
They printed a label on a few pairs of shorts and have sent a signal to the market that people have picked up. The amount of media and social reach is massive. Way beyond the cost of a few labels.
It polarises people
They have made people rabid supporters or even haters. There are people defending the brand on their behalf. These people are full of passion and that is contagious.
Like it or don’t like it they have made a statement. That statement sends a signal that people can get behind. It is something they can use to signal the world they care.
So yes, brands should takes a stand. Which brands have you seen polarise people?
