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As discussed in my December 5, 2010 post, for a host of reasons, Patagonia is my favorite brand.
Patagonia is as well known for making outstanding clothing — backed by its Ironclad Guarantee — as it is for doing its best to save the world.
Patagonia is the quintessential example of a company with brand affinity (sometimes referred to as an affinity brand). Patagonia’s customers (sometimes referred to as Patagoniacs) are known for evangelizing the company. They — ok, we — sing Patagonia’s praises out of our love for the company. Patagonia doesn’t have to coax us with an affiliate marketing program; we love Patagonia because rarely does it forget to be awesome and we want others to know about, and reward it, for its accomplishments. And, we’re not the only ones.
It’s no wonder that Patagonia recently teamed up with over twenty artists to offer two Patagonia branded downloadable albums each containing eleven tracks. The individual tracks from the albums also may be purchased separately via iTunes. Patagonia Music is a project that is designed to protect and restore our natural environment by funneling money directly to non-profits. Each artist collaborates with Patagonia by donating an exclusive track, the proceeds from which benefit environmental non-profits of the artists’ choosing. Consumers can see the environmental groups chosen by each band on Patagonia’s website. For each Patagonia Music album that is sold, eleven non-profits will benefit. Patagonia Music Collective Volume One contains songs from the likes of Jack Johnson, Bonnie Raitt, and my favorite band and client, moe., which has the super-cool promo featured above on its website. Patagonia Music Collective Volume Two includes tracks from Ziggy Marley, Maroon 5, Pearl Jam and others. Patagonia also launched a music player and an iPhone app to make its downloads easily accessible. Patagonia Music is yet another way my favorite brand has found to further its mission of being a good environmental steward.
Much of Patagonia’s success is due to the fact that it’s true to itself and transparent to its consumers about its successes and shortcomings. Artists want to associate themselves with Patagonia because they share its values and want to reach its consumers. Through collaboration, both the artists and Patagonia will increase their positive effect, and presumably, their fan bases.