A brand reading
Patagonia.
Hero The Hero restrained, protecting.
Yvon Chouinard turned the same Hero archetype outward. The 2011 ‘Don’t Buy This Jacket’ New York Times ad used Hero strength to fight overconsumption (including Patagonia’s own). Where Nike addresses the customer as a hero, Patagonia addresses the planet as the thing the hero must protect.
The five-layer reading.
- 01 Motivation
- Hero. The Hero restrained, protecting.
- 02 Mind
- INTJ
- 03 Temperament
- Melancholic
- 04 Persuasion
- Ethos
- 05 Expression
- Expressed
Reasons from values, with long horizons and quiet conviction. Argues from credibility (1% for the Planet, lifetime repair guarantee), not theatre. Fully lived, in product and policy.
Famous spot
Don’t Buy This Jacket, 2011