Get Tuesday! - September 24, 2024
Welcome to this week's Get Tuesday!, where we explore what makes work worth doing and how brands can create experiences that resonate.
Today, we're diving into the art of counterintuitive marketing, the science of customer loyalty, and the enduring power of a well-told story. From Patagonia's bold "Don't buy this jacket" campaign to the latest insights on fostering true brand connections, we've got a lineup that promises to challenge and inspire.
So grab your favorite afternoon espresso or energy drink, settle in, and let's discover together how to infuse our Tuesday – and every day – with purpose and passion.
“Don’t buy this jacket”
Let's talk about a piece of marketing that still catches my attention: Patagonia's "Don't Buy This Jacket" campaign.
Why it's brilliant:
Counterintuitive messaging: Telling customers NOT to buy? It immediately grabs attention in a world of all the "Buy Now!" ads.
Brand authenticity: It perfectly aligns with Patagonia's commitment to sustainability. They're putting their money where their mouth is.
Emotional connection: It makes consumers feel good about the brand, even if they don't buy. That's powerful brand building.
Scarcity marketing: Paradoxically, it might make some people want the jacket more. "If they don't want me to buy it, it must be special!"
Conversation starter: It sparked discussions about consumerism and sustainability, positioning Patagonia as a thought leader.
Long-term thinking: It sacrifices short-term sales for long-term brand loyalty and differentiation.
Trust building: By being transparent about their products' environmental costs, they build deep trust with consumers.
Patagonia's answer to why such a provocative headline if they're only asking people to buy less and buy more thoughtfully? "To call attention to the issue in a strong, clear way."
This campaign dared to challenge the very foundations of marketing, and in doing so, created marketing gold. It's a masterclass in brand purpose and values-driven marketing.
Customer loyalty
Did you know? According to a recent study*, 77% of consumers say they've remained loyal to specific brands for 10+ years!
This statistic is a game-changer for those in the branding world. Here's why it matters:
Long-term value: Cultivating brand loyalty isn't just about the next sale—it's about creating customers for life
Word-of-mouth power: Loyal customers become brand advocates, driving organic growth through recommendations
Resilience: Strong brand loyalty acts as a buffer against market fluctuations and competitive pressures
Data goldmine: Long-term customers provide invaluable data for personalization and product development
Cost-effective: Retaining existing customers is far more cost-effective than acquiring new ones
As brand strategists, this reinforces our focus on creating meaningful, consistent brand experiences that resonate deeply with our target audience. It's not just about catching eyes—it's about winning hearts for the long haul.
*via InMoment’s US Retail CX Trends Report
Shohei opens the 50-50 Club
Shohei Ohtani might be the greatest baseball player of all time. An All-Star pitcher and a rare powerful hitter.
Last week, he became the first person in history to reach 50 home runs and 50 stolen bases in the same season. (He’s currently at 53-55 for those counting.)
What a moment for Shohei’s 50th homer. pic.twitter.com/rO0vLSazgG
— Los Angeles Dodgers (@Dodgers) September 20, 2024
The coolest thing is he did it in a fashion with what people are calling the greatest hitting performance of all time. This statistic (heard from Rich Eisen) says it all:
In the history of MLB (since Runners Batted In became a stat in 1920)…
We’ve seen players with 10 RBIs in a game
We’ve seen players with 6+ hits in a game
We’ve seen players with 5+ extra base hits in a game
We’ve seen players with 3+ HRs in a game
And we’ve seen players with 2+ stolen bases
….
But we’ve never seen any player do this in a single CAREER.
…and…
Ohtani did it all on Thursday night, all in game, to establish the 50-50 Club. There are not enough superlatives to describe that.
Best story wins
Via David Perrell and Morgan Housel
It’s the best story that gets people nodding their heads. In this clip, Morgan talks about the power of Ken Burns’ storytelling where he shares information that is already known - but presents it such a fascinating way signaling his 1990 Civil War documentary..
"Best story wins." — @morganhousel pic.twitter.com/wzvbMppC0q
— David Perell (@david_perell) September 19, 2024
