Antonio KolakovicDownload CV

Last projects Patagonia.

University team project · Brand analysis and podcast concept

Patagonia.Give the purpose a voice.

I analyzed Patagonia's brand positioning and developed a podcast concept around its environmental purpose.

My role
Brand analysis and podcast concept within a team
Context
FH Kufstein Tirol · Branding & Positioning · Strategic Management
Status
University analysis and podcast concept

01 / Brand analysis

Understand what the brand must carry forward.

How could an activation express Patagonia's environmental purpose while staying consistent with its existing identity?

Brand audit
I used the brand identity prism to examine how Patagonia's purpose appears in its personality, customer relationships and communication.
Market & company
My market analysis identified activism, community and services such as Worn Wear as ways Patagonia differentiates itself alongside product quality.
Strategic profile
My strategic recommendation was to keep the purpose consistent while evolving how it appears in materials, services and storytelling.
The brand identity prism: physique, personality, relationship, culture, reflection and self-image
AI-assisted redraw of the six-part framework used in the university analysis.

02 / Strategic direction

Keep the purpose. Evolve its expression.

The relationship behind the recommendation

A consistent purpose

The anchor for the proposed activation
Community
People and their experiences give the purpose a human perspective.
Circular services
Services such as Worn Wear connect values with practical action.
Storytelling
A podcast offers room to explore those values through conversation.
Portfolio synthesis of the university analysis and its proposed strategic direction.

03 / Activation concept

An editorial format with a clear reason to exist.

The format pairs two regular hosts with athletes, scientists, activists and makers. Their experiences would bring the brand's environmental purpose into long-form conversations.

The proposed podcast format

  • Planet
  • Culture
  • Sport
2

recurring hosts

A consistent voice across the conversations.

Rotating guest perspectives

  • Athletes
  • Scientists
  • Activists
  • Makers
University concept: three themes, two recurring hosts and an approach to guest selection.
A stable editorial anchor
Two recurring hosts give the format continuity while the guest perspectives change.
Experience as the material
Athletes, scientists, activists and makers bring lived or professional experience to the conversation.
A connection back to purpose
The themes create different ways into the same environmental purpose.

04 / My contribution

Analysis that informed a concrete concept.

A brand analysis and a podcast concept with three themes, two recurring hosts and an approach to selecting guests.

Team project. My part: the strategic analysis and the activation concept.

  • Strategic analysis with identity prism, PESTEL, Five Forces and SWOT
  • Strategic profile with Mintzberg 5Ps, Miles & Snow and Porter
  • Recommendations linking the brand analysis to the podcast format
  • Purpose-led activation concept: the podcast