Something for everyone = Nothing for anyone. In this talk, Ben Steele, Chief Creative Officer at REI talks about the need to take a stand in your messaging and use both carrots and sticks in your approach to accomplishing goals.

Ben serves on REI’s leadership team as Chief Creative Officer, leading the co-op’s marketing efforts, brand strategy and creative expression with a team that influences physical and digital assets, customer and member engagement, private brand product development, product assortment and REI’s employment brand. Before joining REI in 2014, Ben served as executive creative director at Hornall Anderson in Seattle, a globally recognized brand experience design agency with offices London and New York. Throughout his career he has led celebrated storytelling, marketing and design efforts for brands such as Starbucks, Microsoft, Major League Baseball, PepsiCo, the NBA and Lexus. He studied at the University of Puget Sound and taught at the Seattle School of Visual Concepts. He is a runner, cyclist and avid enthusiast of a life outdoors.

This talk was given at a TEDx event using the TED conference format but independently organized by a local community. Learn more at [ Ссылка ]

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