Kelly talks with Ben Steele, CCO of REI, about how belongingness is a key driver for a co-op’s brand strategy. They also discuss the success of #OptOutside, REI’s unique storytelling strategy, and their community-based approach to REI retail centers.

The Belonging Brief Episode 10 - SVP, Chief Creative Officer, REI, Ben Steele

The Belonging Brief is a series of interviews conducted by Kelly Mooney, Chief Experience Officer, IBM iX, with experts, authors and business leaders on the topic of belonging and why it matters for brands and businesses.

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The Belonging Brief Episode 10 - SVP, Chief Creative Officer, REI, Ben Steele

The Belonging Brief Episode 10 - SVP, Chief Creative Officer, REI, Ben Steele