• REI #OptOutside Blazes New Trails on Black Friday

    12.21.2015 by 
    • Chris Wallace
    In a move that scuttles retail dogma, all 143 REI locations were closed on Black Friday 2015 with a message to get outside and enjoy nature. This move speaks to an emerging corporate ethos that places the values of customers ahead of short-term dollars, focusing instead on brand integrity and lifetime value of the customer. We've used social technologies to analyze if this major business decision was a smart one.
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  • The CEO Must Take Branding Back

    8.23.2012 by 
    • Chris Wallace
    Often, CEOs delegate branding decisions solely to the marketing department without taking an active role, instead tending to financial or operational affairs. In doing so, they risk committing one of the most underreported business blunders of our time.
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    • Consulting
    • Branding + Marketing
    • Branding