You’ve read all of your free items this month. To register, get added benefits and unlimited access to articles, Become a Member. Already a Member? Sign in. Advertising Age Article Abstract Why Advertising Is 'Dead Last' Priority at Outerwear Marketer Patagonia Brand Creates Bond With Consumers by Pointing Out Its Usefulness and Aligning Itself With Initiatives Like Dam-Busting By Meredith Derby Berg, Published on December 17, 2013 0 Want more Access, Content & Connections? Upgrade to Membership. We are glad you are enjoying Advertising Age. To get uninterrupted access and additional benefits, become a member today. Become a Member Already a member? Log in.