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REI Ranks 9th Among Fortunes 100 Best Companies

Outdoor gear and clothing retailer, REI, achieved a #9 ranking among Fortune Magazine's8217;s 's8216;100 Best Companies To Work For 2006.'s8217; REI broke into the Top 10 this year, after ranking #45 in last year's8217;s ranking;, a huge accomplishment for this fast-tracking retailer. This is the eighth year in a row that REI has made the top 100 list.



Fortune Magazine compiles the ranking based on an evaluation of the policies and culture of the companies it cites, as well as the opinions of their employees. Two-thirds of the score is derived from an annual survey by the Great Places to Work Institute in San Francisco, CA. The survey tracks criteria such as attitude toward management, job satisfaction and camaraderie. Fortune additionally rounds out its evaluation by scoring companies in the areas of credibility, respect, fairness and pride.



In its 2006 ranking, Fortune noted that REI's8217;s strength is a 's8220;shared passion for roughing it's8221; that 's8220;unites employees with consumers.'s8221; The article quoted one REI employee who stated, 's8220;REI is a way of life.'s8221; REI is one of only a handful of retail firms included in the top 100 ranking.



David Lemley, of Lemley Design, a Seattle-based retail brand design consultancy, cites REI's8217;s 's8220;branding from the inside out's8221; approach as a result of its recently revitalized brand identity and positioning, which Lemley was charged with developing. 's8220;This is the ultimate goal of a successful internal branding program. Employees who take ownership of the brand, who become brand ambassadors, are the most crucial element to building trust, loyalty and long term success for employees, management, customers and the company. REI is now accelerating its success, and the retailer's8217;s exponential growth and recognition are based on a strong brand foundation that will support it for many more decades.'s8221;



For more information on Lemley Design's8217;s core services, as well as a comprehensive case study of the REI project, please go to www.lemleydesign.com.

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