This brand deserves a huge shout-out for its phenomenal job of creating passionate, vocal, authentic brand ambassadors.
Way to go, Patagonia!
Seriously, its’ brand ambassadors are incredible. We conducted IDIs (in-depth interviews) with target audience members of another, unrelated brand. We went into people’s homes and took notes as they emptied their closets and discussed their favorite clothes and purses.
You wouldn’t believe how many people pulled out a Patagonia bag and then told us the company’s core values and what it stood for. Yes, they love the product, but they are emotionally bonded with the company.