Yvon Chouinard isn’t your typical billionaire entrepreneur. He doesn’t even want your money. Believe it or not, he’s actively worked to slow down his company’s growth and profits.
Despite his efforts, Patagonia still continued to grow into a multi-billion dollar company.
Today’s Listen is one of our favorites from How I Built This. In it, Yvon talks about how he built Patagonia almost by accident. He also explains how his backward approach to marketing and business actually created one of the biggest outdoor brands in the world.
More Than Half of Marketing is Officially Mobile
We’re sure you’re already aware of mobile marketing’s importance when it comes to advertising. You just may not be aware of how important it really is.
According to a new report conducted by PwC US for the Interactive Advertising Bureau, mobile ad spending accounted for 51% of the record $72.5 billion in total U.S. digital ad spending last year.
Mobile advertising spend surged 77% last year — all the way up to $36.6 billion, according to the IAB. A big chunk of mobile growth was certainly driven by Facebook and Google, and it will only continue to climb. It’s like we always say at Carney: mobile first.
Under Armour Goes A-Rye
Under Armour founder and billionaire Kevin Plank has sniffed out his audience’s growing appetite for whiskey, and he wants to do it better than anyone has ever done it before. (That is, until Nike gets a whiff.)
How does a new brand gain the needed history to run with the greats? For starters, they might want to buy an American horse breeding farm established in 1925 and name their whiskey after it.
In 2007, Plank did just that. He purchased the Sagamore Farm that once belonged to the Vanderbilt Family, thus giving birth to Sagamore Spirits.
Acquiring an old company for their heritage and re-branding is something brands like Filson and Shinola have done well. Today’s video shows just how Sagamore Spirits plan to revive Maryland’s rye whiskey heritage.
“No guts, no story.”