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rei opt outside

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:
http://optoutside.rei.com/

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.’

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