Carpe Vinum

Drinking and Thinking

Brand product video done right. JCrew gives Casey Neistat a suit, a budget, and lots of space to create. That last part is the secret sauce. 


The Top 20 Tumblr Ads of the Year

How to use Tumblr in brand marketing, Volume I.

World-saving, paradigm-changing initiatives require more than a press release

Yesterday, Patagonia announced a new environmental initiative, called "The Responsible Economy" to “…promote the concept that everyone must learn to consume less and use resources far more productively – as well as innovate as quickly and ingeniously as possible to reduce adverse human impact on the natural systems that support all life.” 

They’re asking business to spend more on manufacturing and R&D while earning less, and asking consumers to spend more on durable goods and less frequently. These shifts are critical in order to reverse the “growth-based capitalism” paradigm, “…the assumption that a growth economy equals prosperity and a healthy society.”


It is an awesome initiative tackling a huge issue. Can you have both a healthy business and economy, and, a healthy, sustainable planet. Patagonia’s business model and success prove you can. The last sales numbers I heard pegged the company at about $700mm/annually, despite the company’s plea to it’s customers to buy less stuff.

Now Patagonia is recruiting other companies in an attempt to scale that success on both ends of the equation. 

So how do you introduce and promote the cause?

The Responsible Economy doesn’t seem to be a consumer marketing campaign, yet. It’s an ‘initiative’ (and a book) designed to raise the issue, start a conversation, and promote the concept, according to the press release and a couple of essays on the Patagonia site

Patagonia themselves says that time is running out, yet they don’t seem to be in a hurry to affect change. The initiative is missing the back end, the call to action, the way to participate. It appears that they are trying to work the inside game with discussions among sympathetic business leaders and customers through catalog copy and some web presence. 

That’s hardly enough. As Bill Clinton says, "It’s not enough to talk about saving the world." Patagonia needs to stoke this fire from the outside in/bottom up. It’s a cause, a call to action, a movement…you don’t disrupt paradigms with press releases, business conferences, and catalog copy. You need to educate, encourage, and empower the community, (and I don’t mean the brand community, I mean the community-at-large community). Address the issue from their perspective. 

Patagonia already knows how to do this. Their "Don’t buy our coat" ad in the NYTimes in 2011 had community community people talking. More along these lines, please. It needs big, ballsy ideas that challenge society’s norms, makes people uncomfortable, and causes tension. 

If this was designed to be a launch of a huge initiative, it was more of a whisper than a grand opening. 

Also, PRWeb. Really?

Fridays at MercuryCSC

BlueSign could take some brand marketing lessons from the Rainforest Alliance #OIBiz

Chipotle brand plan: From burritos to hoodies, festivals, and kitchen accessories

Super interesting brand expansion ideas. How far can they take it?

Is your focus on the core customer holding back your brand?

For anyone at Outdoor Retailer trade show, MercuryCSC Jeff Welch is leading a seminar on the risks associated with (mis)aligning your brand with the core customer. Friday, Noon, at the Marriott. 

For those not attending, we’ll be live-streaming the event here and on Mercury’s Facebook page.

Joining Jeff will be Orvis Product Development Specialist Steve Hemkens, ExOfficio General Manager Steve Bendzak, and NOLS Director of Admissions and Marketing Bruce Palmer.

They will discuss their brands’ struggles and successes balancing very enthusiastic core audiences and efforts to expand into other markets.

Also, former Patagonia and Prana executive Rich Hill will resurface to discuss his new venture, Ticla, and how he is taking advantage of a clean slate to position the brand to the most broad audience possible.

See you there.

(Source: )

I kind of feel bad for anyone trying to compete against GoPro: “Shaun White’s Birth of a Board” (by GoProCamera)

Great spot, good idea: Nike rides coattails of Rory’s popularity to re-introduce (again) Tiger in ‘No Cup Is Safe’ (by NikeGolf)

Classic arts are always trying to reach out to a new generation of audiences. Here’s a cool collaboration between NYC Ballet and FAILE to bridge ballet to millenials.


Make things people want > Make people want things

"We have become consumers at the expense of being people."

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