Latest / Brand Storytelling with Fexingo: Narrative, Mission, and Stories That Sell
How REI Turned Members Into the Story
In this episode of Brand Storytelling with Fexingo, Lucas and Luna dive into REI's co-op model and how it transformed customer loyalty into a brand narrative. They explore the 2026 decision to double down on member dividends, the famous #OptOutside campaign, and how REI's mission-driven storytelling has built a community of outdoor enthusiasts. With concrete examples and a look at the business metrics behind the story, this episode reveals how a co-op can turn its members into the heart of its brand. If you've ever wondered why REI's ads feel different, or how a company…
The skinny
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