Quikly Blog

The REI campaign “Opt Outside” involved shutting down business on one of the biggest, if not THE biggest profitable retail days of the year: Black Friday. The decision rested on value of a different kind, a concept far less tangible but much more rewarding. The company believed it could make up its Black Friday losses through gains in loyalty, by appealing to the emotional and ethical pith of its audience. And it worked.

For all the talk about cities being the new focus for a flush of interest from the millennial generation who seem to prefer urbanity over suburbia, the bid for Amazon “HQ2” shows that most U.S. cities are still looking for a spark.