We speak often with our clients about leading with their brand and ‘Reasons To Care.’
Here’s the latest in doing just that, from REI:
This is more than a PR stunt, because the campaign follows their ethos closely and they are investing real money in making it happen.
Lots of praise today.
With that said, this isn’t a last-minute gamble, and has been in the works all year.
Here’s a more sarcastic take.
This is another good example for us to keep in mind in the path of moving brands from product-focused ‘reasons to believe’ to brand-based ‘reasons to care.’