REI

The hottest branding trend of the year is also the worst

Is your made-up name rendered in a sans-serif type, with thiiiiiiiis much white space? Congratulations! You are a bland.

How REI is keeping the #OptOutside magic alive on Black Friday

Now in its fourth year, chief customer officer Ben Steele outlines how the now-yearly tradition has evolved.

The business challenge of our time is creating meaningful work

Motivated employees can accomplish a lot. How to get there: Make your business values something people are willing to work for–and actually believe in them.

This brand lets you help save the U.S. national parks

Parks Project, in collaboration with REI, funds a backlogged parks maintenance project with every purchase–and wants the younger generations to volunteer.

L.L.Bean scraps its amazing return policy because customers are awful

Brands: People Just Want Products That Make Them Happy And Healthy

A new survey finds that people want brands that exemplify a sense of balanced simplicity.

How REI Is Keeping #OptOutside A Black Friday Tradition

“What started as a moment has kind of become a movement.” Chief Creative Officer Ben Steele talks about keeping the campaign inspiring.

What Every Brand Needs To Connect Better With Audiences Right Now

Brand advisor Christina Cubeta breaks down key elements of marketing communication and the brands doing it right.

REI Is Taking The Fight For Gender Equality Outside

CEO Jerry Stritzke talks about the brand’s new “Force of Nature” campaign to commit investments, product development, and marketing to get more women embracing the outdoors.

How Values And Purpose Made REI’s #OptOutside A Big Winner At Cannes

REI chief creative officer Ben Steele on what the campaign’s success says about the power of a purpose-driven strategy over marketing spin.

REI Opts Out Of Black Friday, Ikea Gets Design Advice: Top 5 Ads Of The Week

A non-traditional toy commercial, sexual consent as a cup of tea, and a creepy social experiment.

REI Opts Outside With Anti-Black-Friday Campaign

How To Change The Ratio Of Women On Boards

Three ways to re-examine and recruit more female board members by the end of 2015.

4 Ways To Improve Your Sustainable Business Strategy, From The Man Who Grew REI

Kevin Hagen learned quite a bit from leading the sustainability charge at REI for the past seven years. Here’s what he thinks he did well–and what he wishes he’d done better.

Facebook Tops Glassdoor’s List Of The 50 Best Places To Work In 2013

How REI Put A Bow On Social Marketing And Wowed Customers

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Wanted: The Ultimate Travel Shampoo Bottle

Building Consumer Experience Value Using the Power of Metaphors

Metaphors not only transfer associations from a previous experience to a new one, they function as shorthand to help people understand the consumer experience offering and what it means in their lives.