COMMUNICATION BRAND ANALYSIS

Author: Caroline Little

Course: Communication Planning
ID520B Fall 2007
Instructor: Peter Laundy
IIT Institute of Design
“More is not better.”
- Yvon Chouinard,
moutaineer, blacksmith, Patagonia founder
BRAND

1.1 Brand origins

1.2 Brand meaning as it has changed through the years
1.3 Current brand differentiation
2.1 Current brand portfolio

BRAND IDENTITY

2.2 Brand name and visual treatment

3.1 Brand voice and identity elements

BRAND MEANING

4.1 Communication assets

5.1 Key brand communication decisions
5.2 Detailed analysis of a communication
 The Brand Chouinard

Forged out of function...

The Patagonia brand, founded in 1973, grew out of Yvon
Chouinard’s already successful mountain climbing
equipment business.

The man, the brand...

Chouinard is a living legend in the climbing community.
Following in the footsteps of naturalists like John Muir,
Chouinard made the raw (and dangerous) beauty of nature
his playground, rock climbing, mountaineering, and surfing
in the days before extreme sports had a name. The founder’s
connection with nature still informs Patagonia’s brand
essence today.

A committment to the earth...

In 1972, Chouinard changed the way his equipment
company did business when he discontinued the use of
steel pitons, once the company’s bread and butter. After
realizing the environmental damage caused to the rock by
the constant hammering in of pitons, Chouinard developed
aluminum chocks as a replacement product.

Out of this intiative came the idea of “clean climbing,”

a concept which has affected the development of the
Patagonia brand ever since.

1.1 brand origins

The name Patagonia was chosen for because it references the
unknown, the wild, a romantic sense of freedom in nature....

a place “un-mapped”
 1973-1980
Move Beyond Equipment
REASON FOR BEING Establish clothing company as separate entity
VALUE PROPOSITION “Hand forged” clothing
ASSOCIATIONS Preservation activists like John Muir
AUDIENCE Mountaineers looking for functional, good-looking gear
Era 1...
Climbers began asking to purchase clothing after
noticing Chouinard wearing colorful and tough-
wearing rugby shirts from England on his expeditions.
Chouinard Equipment began selling clothing, often
imported from abroad, to supplement income from
the equipment business. When the clothing line
became popular, the Patagonia clothing brand was
established as a separate company to protect the
image of their existing equipment company and
branch out to a larger consumer base.
1.2 brand meaning as it has changed over the years
1980-1988
Focus on Fabrics
Innovate better fabrics to differentiate brand from
other outdoor companies
Functional fabrics mean better gear
Fleece, R+D, layering
Outdoor enthusiasts, “fashion” consumers
Era 2...
Chouinard himself said: “Function always dictates
the form and the perfect form is the result of a
perfectly solved functional need.” In the 1980’s
Patgonia became a leader in the search for
new, innovative fabrics for outdoor clothing
to supplant the moisture-absorbing layers of
cotton, wool and down typically favored by
the mountaineering community. While this
extensive R+D was not unnoticed by the outdoor
community, the bright colors of Patagonia
clothing also created a fashion fad and led to a
rise in popularity of the company.
1988-1998
Environmental Leadership
Create a company that is a tool for social change
Products that are good for you and the enivronment
Granola, tree-huggers, birkenstocks, nalgene bottles
Environmentalists, neo-hippies, outdoor enthusiasts
and athletes
Era 3...
As is noted in the story of the steel pitons, very early
on the founders of Patagonia realized the impact of
humans on the environment. The company decided
to affect change within and outside the organization
by initiating their first national environmental
campaign in 1988. This built upon a promise made
in 1986 to devote 10% of profits to environmental
causes each year. “Living Green” became a hall-mark
of Patagonia culture long before Al Gore made it cool.
1998-?
“Patagucci”
Sell clothing with an environmental promise
Fleece that looks as good roaming the malls as it
does roaming the trails
Granola-chic, eco-tourism, college campuses, yoga
Urbanites longing for nature, extreme athletes
Era 4...
The nick-name “Patagucci” references the trend
towards urbanites who wear Patagonia clothing
because they aspire for adventure but don’t
actually have the time to leave the city. While
current brand adveristing attempts to appeal to
extreme users, in reality much of Patagonia gear
is purchased and used in urban areas, specifically
wealthy locations like Georgetown in DC or Lincoln
Park in Chicago. The Patagonia brand for many
consumers is synonymous with expensive gear
that while designed for extreme outdoor pursuits,
works equally as well while walking the dog or
commuting.
Patagonia has effectively differentiated itself from other outdoor
gear companies as a leader in the movement for environmental
and social change. The strong brand message of Chouinard, an
original mountain man, also plays into Patagonia’s distinct brand
essence. As technology surrounding R+D has leveled the playing
field for all brands, Patagonia stands out as equally committed to
the environment and to those adventurers who play (leaving only
footprints, of course) in the great outdoors.
1.3 current brand differentiation
Key Competitors:
The North Face...
may be considered Patagonia’s most serious
brand competition as both companies attempt
to appeal to serious outdoor adventurers and
were founded in California during the golden
era of rock climbing. The North Face, however,
is sold in nationwide sporting goods chains
(including 3,500 worldwide retail locations),
giving it more mass appeal than the earthier,
more elite Patagonia. Here in Chicago, The
North Face has a flagship store on touristy
Michigan Avenue, while Patagonia has a much
smaller store in an old factory building in the
tony Lincoln Park neighborhood.
Marmot ...
is the quietest of the three brands. Their
imagery and graphics are subtle and subdued
in color, and Marmot doesn’t have the retail
presence of The North Face or the buzz factor
of Arc’teryx.
Arc’teryx ...
is a relative newcomer to the outdoor gear
market and has used its realative obscurity to
its advantage, marketing itself as the only real
brand for serious outdoor adventurers. Radical
innovation of products seemingly already
perfected by other companies means the
brand is shaking up the marketplace.
ASPIRATION Durable, functional Performance wear for Highest quality Radical innovation for
clothing created out everyone performance products serious athletes
of respect for the
environment

Self-reliant, socially Hip, current, in-the-know Grounded, authentic Hard core, committed
PERSONA responsible, “granola-y”

Committed environmental A major player in
REASON track record the wilderness chic
movement; jackets
TO BELIEVE provoked muggings and
counterfeiting
One of first companies to Award winning designs
use Goretex in an indstury that was
considered “done”

RELATIONSHIP Uncle that never seems to Everybody’s favorite cousin Laid-back and low-key Intense and intimidating
slow down or grow old climbing buddy teacher
Patagonia has very few true sub-brands because the original
brand name is so strong. It is not suprising that the few sub-
brands that do exist are actually proprietary names for fabrics
developed by Patagonia and used in their gear.
Chouinard created Patagonia out of a need for more functional
climbing clothing than the thrift store sweats and dress khakis
that climbers relied on at that time. As other companies
sprang up to compete with the Patagonia brand, Chouinard
differentiated his company by innovating better fabrics. These
fabrics, some developed over 20 years ago, are still in use today.
2.1 current brand portfolio
Key Brand Names
Synchilla Fleece...
The first alternative to natural fiber Patagonia
introduced to the marketplace.
Regulator Insulation...
Regulator, developed as a more advanced fleece
than the original Synchilla, comes in different
levels of insulation as part of a system of core
warmth for outdoor sports.
H2No Storm Waterproof Barrier...
Proprietary laminates and coatings that provide
complete water- and wind-proofing protection.
Capilene Performance Baselayers...
One of the original Patagonia products, baselayers
feature odor control and are completely recyclable.
Also available in different weights depending on
activity and user needs.
The Retail Experience

Patagonia has 21 retail stores...

located throughout the country. In keeping with the
brand promise of environmentalism, these stores are
typically located in urban centers (granted wealthy
ones), not in suburban strip malls.

Since all stores are designed to accomodate the

space in which they are located, rather than built
from scratch, they have a rustic appearance befitting
the brand’s earthy origins. Gear is displayed in a very
straightforward and organized way with no pretension
or flash.

Unique Programs that Support the Brand

Environmentally Friendly E-Fiber...
Patagonia gives special status to products
created with materials that help protect
the environment. Such materials include
organic cotton and wool, hemp, and
recycled polyester. Products made of e-
fiber are marked in the catalog with special
symbol:
Common Threads Recycling Program... The Cleanest Line...
Program launched in 2005 that allows
customers to return specific old or worn-out
Patagonia products to be recyled into new
Patagonia garments. Products eligable for
recycling include Capilene baselayers,
fleece, and organic cotton t-shirts. Products
that can be recycled through this program
are marked in the catalog with special
symbol:
Blog for Patagonia employees, customers,
and fans that provides a forum for
discussion about the functionality and
performance of Patagonia products
and publicizes environmental issues
and concerns.
BRAND NAME
Patagonia
Denotation...
The Patagonia name references a particular
region in Argentina famous for its mountain
“spires.” Chouinard traveled to Patagonia before
founding his clothing company, a trip that no
doubt influenced his choice of moniker.

Connotation...
While actually a physical place, the name
Patagonia also suggests an untamed wildness
that transcends any one singular experience. In
this way the brand name is aspirational for users
seeking to interact with wild nature.

BRAND NAME
VISUAL TREATMENT
Denotation...
The spires behind the original Patagonia logo
represent the famous mountain range in Argentina
from which the brand name was taken.

Connotation...
The curved, lower case letters of the Patagonia
logotype suggest the old travel stamps and have
an almost wistful, romantic feeling. This old style
typeface serves to ground the nature of brand, and
serves as a contrast to the heavily technical fabrics.
Currently the Patagonia logo is also shown just as
a logotype. This clean design reflects the brand’s
move towards more streamlined, fashion-forward
clothing for the urban consumer.

2.2 brand names and visual treatment

Synchilla Capilene
Combination name... Combination name...
Synthetic + Chincilla Capillary + Polypropolene

(+)... (-)...
• fun to say • connection capillary is not obvious or intuitive
• name sounds soft and furry (appropriate for a • name feels very technical is comparison to
fleece product) overall brand experience

(+)... (-)...
• uses same font as Patagonia brand name (Belwe) • font has no connection to rest of brand line
• provides firm connection to Patagonia line • treatment of letters looks amateur and in total
appropriate for a proprietary product opposition to technial name
 Build the best product, do no
unnecessary harm, use business to
inspire and implement solutions
to the environmental crisis.
- Patagonia mission statement

3.1 brand voice and visual elements

Brand Voice:

Authentic...
Patagonia continues to deliver on their
environmental brand promise, and employs athletes
to test their clothing in the field to improve design
and functionality. The brand voice has remained
constant over the years, reinforcing the company’s
core values and mission.

Educated...
The company is known for its environmental essays
included in the catalog. The Patagonia brand talks
at a higher level than many of its competitiors about
issues and places beyond the scope of the majority
of mass consumers.

Committed...
Through its social activism and environmental
awareness, Patagonia consistently acts to
reduce the company’s ecological footprint while
simultaneously improving the overall quality of
their goods.
Visual Elements:

Environmental imagery...
The beauty and sometimes harshness of nature is the focus of almost all
Patagonia imagery. People in photographs are typically actors on the of vast
stage of nature, making humanity seem very small and even insignificant in
comparison. People are also often shown alone, as if to further emphasize the
brand’s aspirational connection between humans and the natural environment.
Catalog pages also use a similar technique with a piece of clothing shown
in contrast to a photograph. The juxtaposition is less to suggest a direct
correlation (i.e. this jacket is ideal for cold weather), than to consistently
reinforce Patagonia’s connection to the environment.

Text...
Patagonia catalogs are known for featuring essays
about environmental issues, either as separate
entites or in conjunction with an image in a spread.
The essays differentiate Patagonia from most other
catalogs which typically view print marketing solely
in terms of selling products. With the inclusion
of so much informational text, Patagonia is also
selling their brand mission and appealing to those
customers who choose Patagonia because they
aspire to help protect the environment.

3.1 brand voice and visual elements, continued

 Earth tone colors...
Although Patagonia does occasionally use bright
colors, most of the brand messaging text and
primary colors of garments are based on natural, or
earth tone hues.

Even the interior of stores have an earthy quality,

and use wood, brick, and other natural materials for
construction.

Use of white space... Gridded layouts...

Patagonia’s strong images play off a simplified white On both the website and
background. This sophisticated combination is catalog, images and text
appropriate for the brand’s environmental message are placed within a grid
of simplicity and emphasizes the clothing itself. of 2 or 3 columns.The
overall effect is ordered,
clean, and places
emphasis on the clothes
themselves rather than
the models wearing
them.
Key Communication Assets:

Rich customer interaction potential...

Patagonia’s signature retail stores embody the
brand personality. The natural materials, earthy
colors, and distinctive buildings make the Patagonia
retail experience very memorable for consumers
(image of retail store in Portland shown on the
right). While the limited number of stores could
be considered detrimental, the small(er) scale of
Patagonia operations and customer touchpoints
helps to keep the company personal.

Marketing Context...
Patagonia’s loyal user base means the brand spends
little money on marketing beyond its catalog. Brand
ambassadors from different athletic endeavors serve
as gear testers and endorse the Patagonia brand
as suitable for serious athletes. Customers, also
known as “patagoniacs,” are encouraged to send in
their own photos for competitions and sometimes
appear in the catalog.

4.1 communication assets

Underlying differentiation from
competitiors...
Patagonia stands out from its competitiors in
the outdoor gear space by the quality design
and refinement of its products, and the brand’s
environmental message. Patagonia products have
a simplicity that comes from carefully considering
every design decision and not adding features for
the sake of “flare.” Green intiatives Patagonia has
undertaken in the past decade or so include: the
co-founding of 1% for the Planet, creation of the
Common Threads Recycling Program, conversion to
only organic cotton, and yearly campaigns to help
publicize and pass legislation on environmental
issues (ad for last year’s Ocean as Wilderness
campaign seen to the right).
Communication Decision

Clothes, not Models:

In catalog photographs and on their website,
Patagonia makes a clear communication decision
to de-emphasize people, either at the expense of
showcasing nature or the garments themselves. In
what would be considered awkward and in poor
form for other catalogs, photographs are cropped
off at the model’s neck, while people in “lifestyle”
shots are shown with their backs facing the camera.
Even specific product pages on the wesbite show
the garment alone, with no reference to how it looks
on a model or even mannequin.

5.1 key brand communication decision

Meaning:
As clear from this image
on the right, nature is
the focus of the image...
the people just happen
to be players on her
stage. By creating
anonymous models,
the brand encourages
viewers to aspire to be
users of Patagonia gear,
enjoying nature and
free from the urban rat
race. Patagonia gear is
not for a specific kind
of person, be that an
athlete or a soccer mom,
but rather for a person
like you (whoever that
may be!). Much like the
romantic nature of the
brand name itself, the
images Patagonia uses
to communicate seek
to create a sense of
desire in viewers. In the
end, consumers are not
buying quality clothing,
but rather the possibility
of experiencing nature
and satisfaction of
knowing they are
working to protect it.
Common Threads Recycling Program:
“Mission Recycle”

The premise...
Patagonia helped roll out a new feature
of the Common Threads Recycling
Program with an underwear hero, “Agent
Timmy” (actually one of Patagonia’a brand
ambassadors, rock climber Timmy O’Neill).
While Patagonia has been involved
in garment recycling since 2005, they
recently started accepting all types
of Polartec brand fleece (even those sold
by other companies) to be recycled. A
seven minute video, “Mision Recycle,” was
created to chronicle Agent Timmy’s work
to spur on this new effort.

Agent Timmy goes to Japan...

In the video, Agent Timmy travels to
Japan to attempt to persuade the
Japanese to change their underwear so
it can be recycled. As you might expect,
hilarity ensues as Agent Timmy wanders
around Japan on his quest...eventually
being arrested as an “underwear thief”
before finding his way to the “Undie
Master.” Japan is a key location for the
video because in reality, Teijin Fibers
Limited is the company Patagonia uses to
recycle garments.

5.2 detailed analysis of a communication

Video for the YouTube Generation...
The video, created in the faux authentic style
personified by Stephen Colbert, is obviously made
to reach a different segment of the population
than traditional Patagonia marketing. The brand’s
traditionally serious tone towards environmentalism
is turned on its head to be playful and frivolous. The
messaging certainly has more personality, but at the
same time, does it effectively communicate?

On brand...?
As of now, Patagonia’s foray into viral video seems to be a one-time event,
carried solely by the personality of Mr. O’Neill. While the the video has an
admirable purpose, to inform a new, younger audience that clothing can be a
recyclable resource, it does not support the Patagonia brand. The leap is too
large in a viewer’s mind to connect Patagonia with an underwear crusader.
Patagonia itself seems to recognize that continued exposure to “Agent Timmy”
could cause brand dilution, as there is only a small link to the video and his
photograph on their website.