Branding: The Integrated Shopper

REI
When you think of outdoor outfitters, you most certainly think of REI. A group of mountaineering friends founded this company in 1938, and its commitment to outdoor adventure hasn't wavered since. REI has done what all brands aspire to: created a real community around its brand. In fact, as the largest consumer cooperative in the nation, REI serves more than 3.7 million active members. You get a real sense of belonging when you connect with this brand. Fans speak passionately about it. REI's more than 100 stores have become destinations in themselves. In short, it's a major player in the category because it walks the walk.