Jun 21, 2017
When Craig Rowley moved over to REI after 25 years on the agency side at creative shops like Carmichael Lynch, Borders Perrin Norrander, and Saatchi & Saatchi, he was already pretty familiar with them — he credits classes he took at REI with helping him summit Mount Rainier.
For him, REI is the perfect fit: a purpose-driven brand that isn’t all about the transaction. “Any company that taps into what people are passionate about in a brand: Is there a higher purpose that they stand for? Are they good corporate citizens? Do they treat their employees well? All these things matter,” says Rowley. He goes on to add: “There’s a tension in that. You’re kind of forcing people to make a choice or take a side. And when you do that sort of thing, I think it gets you noticed and kind of burns you into people’s souls.”