“We have three general guidelines for all promotional efforts by Patagonia, both within and beyond the pages of the catalog:
- Our charter is to inspire and educate rather than promote.
- We would rather earn credibility than buy it. The best resources for us are the word-of-mouth recommendation from a friend or favorable comments in the press.
- We advertise only as a last resort.”
Written by Patagonia’s founder Yvon Chouinard and quoted from page 155 of Let My People Go Surfing: The Education of a Reluctant Businessman, these words set up a strong content marketing approach.
Part book review and part illustration of content marketing, this post breaks down the why and what of a beautiful, 68-page print catalog recently delivered to our home by the United States Postal Service.