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![](https://businessofstory.com/wp-content/uploads/2016/11/The-10-brand-story-elements-of-REIs-disruptive-OptOutside-Black-Friday-campaign.png)
10 Brand Story Elements of REI’s Disruptive #OptOutside Black Friday Campaign
When I was a kid growing up North of Seattle, my dad would take us downtown to Recreational Equipment, Inc. (REI). This was in the 1970’s, and REI was…